TBWAMedia Arts Lab names former FB creative strategist as APAC ECD – Marketing Interactive

TBWAMedia Arts Lab, the bespoke agency for Apple, has appointed Kenny Blumenschein (pictured) as its executive creative director for the Asia Pacific region. Blumenschein will be based out of the Singapore hub; partnering with MD Michaela Futcher and reporting into global CCO, Brent Anderson.
In his new role, Blumenschein will work with teams stretching across the APAC region, from India to Australia, to develop business-building and culture-defining work for global brands. Blumenschein said he has always had a crush on the agency, and it was a very rare opportunity for him to work on iconic brands with the TBWA team. “To do this in APAC, which is one of the most diverse, fastest-growing, and exciting regions, is a further privilege,” he said.
He has amassed experience across multiple continents, including Europe, North America, and Asia; bringing a valuable global perspective to his work. He was most recently SVP, executive creative director at Energy BBDO, where he worked on the Wrigley’s “For when it’s time” campaign.
Prior to that, Blumenschein was creative strategist, Greater China region at Facebook, where he assisted global brands in crafting their stories and reaching business objectives through Facebook, Instagram, and WhatsApp; according to his LinkedIn. During his time at Facebook, Blumenschein also turned Taiwan from a local market to an export market, partnering with cross-functional teams to identify problems of Taiwanese companies in exporting campaigns. According to his LinkedIn, he developed a creative strategy by clustering Taiwanese companies into three buckets; crafting, running, and testing three different campaigns as lighthouse examples for each bucket. 
Having spent over six years in Asia, Blumenschein also held posts at Ogilvy as executive creative director, digital and content, and as head of creative at VMLY&R. During his time at Ogilvy, he led the digital experience creation of the agency, serving as leader of the expert lab “Hothouse”, a special unit to drive innovations, according to his LinkedIn, he also worked with Allianz Insurance and L’Oréal Group.
As head of creative at VMLY&R, Blumenschein turned the agency into an integrated communication hot shop for the digital age, his LinkedIn said. He recognised and built creatively-driven business units to rebuild global brands across Asia. He worked with brands such as Chivas Regal, Volkswagen, Coke, and Intel; and acquired new clients such as Cebu Pacific Air, Abbott Baby Nutrition, and Mumm Champagne.
Anderson said that Blumenschein is a strategic, innovative, and artful creative leader with great instincts and taste; having led dynamic, modern teams across agencies both in Asia and North America.
“He’s spearheaded cultural, integrated work that breaks through for challenging clients. Blumenschein is a creative soul with a reputation for mentoring, building atmospheres wherein creativity thrives, and protecting great ideas. He understands all shapes and sizes of how brands can connect with audiences on modern surfaces,” he added.
Meanwhile, Futcher said that APAC couldn’t be more important to the agency and ensuring it has the creative firepower to deliver on its ambitions has been a critical focus. “I’m so excited to have found someone of Kenny’s creative calibre, humanity and experience to help us do that. His background as a ‘cultural chameleon ’is critical to us unlocking the diverse opportunities across a region as vast as APAC. We’ll be drawing on his experience across the region, as well as globally, to make the kind of work that makes an impact in a truly local way,” she added.
TBWA has seen a slew of hires and promotions this year. In May this year, TBWA Worldwide appointed Tessa Conrad as Asia regional head of innovation. Conrad is based out of TBWA Singapore and is responsible for accelerating the collective’s innovation strategy across the region for client partners, the Singapore agency, and the Asia collective. In March, TBWAMalaysia promoted MD Yee Hui Tsin to CEO, close to three years after she was promoted to MD from COO. According to TBWA, Yee “disrupted and evolved the agency’s way of thinking” during the pandemic. She has also adapted and embraced the “elevated demands” of the environment and policy based on all business throughout last year.
In February, TBWA Singapore promoted Mandy Wong to the role of MD. Wong was promoted to managing partner in 2019 and has been with the TBWA Collective since 2001, working out of Malaysia and Singapore. In her new role, Wong continues to lead a critical task force for the agency’s COVID-19 protocol. This is in addition to her responsibilities of overseeing client management among key stakeholders, brand management efficiency, effective resource management, and operations management to consistently improve the agency’s overall internal process. 
At the same time, TBWA Indonesia appointed Bryan Siy as its new executive creative director. In his new role, Siy leads the creative department at the agency in partnership with its chief executive officer, Soum Banarjee.
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