Momentum Worldwide creates new experience role, appoints director

IPG’s Momentum Worldwide has created a new role, SVP, executive experience director, and appointed David Chamberlain with immediate effect. Chamberlain, previously Momentum executive creative director, will report directly to Momentum North America president Donnalyn Smith and will work across all of the agency’s North American offices with clients including American Express, Verizon, the US Army, Coca-Cola and United Airlines. He will be based in Momentum’s New York office.

“The power of experiences to connect brands with people and drive revenue has never been stronger,” according to Smith. “Building effective, meaningful experiences is what drives David and this new role places him and his team at the forefront of reinventing the unique moments that elevate brands and create intimacy at scale.”

Chamberlain will oversee a newly assembled team of 2D and 3D designers, UX experts and behaviorists — and will use emerging technology, human insights and design to create experiences in all environments, from brick-and-mortar retail, to music festivals, pop-ups and more. What makes this position unique is that it is part of heading off the ad blocking movement at the proverbial pass by focusing efforts on experiences that are meaningful to brands and consumers.

“We’re seeing it every day: Millions of people are using ad blockers to avoid advertising and marketing messages. And while people are going out of their way to avoid those messages, you can’t — and people don’t want to — block an experience,” says Momentum Chairman & CEO Chris Weil. “Appointing David to this innovative position is testament to the power of experiences to deliver authentic, lasting relationships between brands and people.”

Prior to being appointed ECD of Momentum New York in 2011, Chamberlain opened the New York office of Gyro where he served as ECD for five years. His career began in London, with stints at Imagination, where he was associate creative director, and at Fitch as senior art director.

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