Kinetic names Head of Kinetic Active in Asia

Kinetic, the world’s largest and most innovative out-of-home marketing specialist, has appointed Charlotte Birley as Head of Kinetic Active in Asia. Kinetic Active is the newly launched full-service creative and production division of tenthavenue’s Kinetic Worldwide. Its purpose is raising the creative bar in out-of-home marketing, place-based communications, brand experiences and mobile technologies.

Charlotte will head Kinetic Active’s multidisciplinary team of creatives, developers, strategists and project managers throughout Asia and will lead collaborative efforts with its tenthavenue partners, including CandySpace, Joule and Spafax. She joins the Kinetic network from ArcLondon, where she led experiential marketing as Board Account Director.

“Our Kinetic Active division will combine creative thinking, technology expertise and production technique to help brands target audiences across the emerging range of digital media opportunities and physical environments across the globe,” said Dennis Kuperus, CEO Benelux and Nordics and Global head of Kinetic Active. “The medium is rich with creative opportunity but is still in the early stages in terms of having mature processes, platforms and standards. Additionally the market is in constant flux as new inventory and technologies come into play. It is a fantastic space for creativity and innovation but requires specialist support for brand and agencies.”

Now operating in China, Southeast Asia, India, the US, UK and Germany, Kinetic Active provides in-house support, offering creative services, production, digital, experiential and special builds plus mobile activation and social engagement. As out-of-home continues to integrate with different media, platforms and technologies, Kinetic Active sits at the center of this convergence, developing and delivering ideas which activate target groups via connected communications in a variety of campaigns combining Digital and established out-of-home. Working with clients and agency partners, they design and implement creative campaigns using the latest thinking, technology and market trends.

Charlotte began her career at JCDecaux, where she developed a core skillset in out-of-home and special build projects. She then moved over to the live brand experience arena, where she specialized in experiential channels, developing campaigns for such brands as BMW, British Telecom, McDonald’s, Electronic Arts, Nintendo and Kraft Foods.


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