Imagination expands Saudi Arabia team

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Award-winning experience design company Imagination has appointed a new creative director and chief logistics officer to its Saudi Arabia office, expanding its leadership team to support expansion and growth. The news follows the opening of a new office in Riyadh, strengthening Imagination’s presence and ability to create world-class experiences in the Kingdom.

Creative Director, Paulo Novoa

New Creative Director Paulo Novoa joins Imagination from TOLD, where he served as Associate Creative Director. Novoa led the creative team to deliver solutions and brand strategy to clients overseeing projects from idea to implementation. He brings nine years of experience in senior creative roles to Imagination.

Clare Baarda has also been appointed director of logistics. Baarda brings over fifteen years of event management experience, having worked with major brands such as Audi, L’Oréal and Ericsson. Baarda joins Imagination after working with the company on successful projects for Saudi Arabia’s Ministry of Culture, G20 Culture Program and NEOM.

Logistics Director, Clare Baarda

Both Novoa and Baarda will be based in Imagination’s new office in the heart of Riyadh, offering a wider range of dedicated disciplines in the country. They will work with a wide range of existing clients, comprised of public and private sector companies, and help advance Imagination’s core offerings.

Commenting on the expansion, Patrick Reid, CEO of Imagination, said:We are delighted to add two new members to the management team as we continue to strategically invest and grow our offering in Saudi Arabia. We are excited about the opportunities to support the 2030 vision and look forward to further developing our talent pool and in-country presence.

Commenting on the new recruits, Oliver Mariott, Director of Client Services for Imagination Saudi Arabia, said:

“The appointments of Clare and Paulo bring a new wealth of knowledge and expertise to our leadership in Saudi Arabia, which will help us continue to deliver groundbreaking experiences for our customers. I look forward to seeing them in action as they develop new relationships, nurture promising Saudi talent and expand our portfolio across the Kingdom.

The new creative director, Paulo Novoa, said: “The opportunity to create meaningful brand experiences through a culture of collaboration, innovation and creativity with Imagination is very exciting. I am thrilled to work for an industry-leading company and contribute to our impact in the region.

New Logistics Director Clare Baarda said: “Imagination is renowned for creating strategic and innovative experiences, successfully pushing the boundaries at every opportunity. I look forward to working with the team and delivering these inspiring global projects. I am delighted to join the office in Saudi Arabia, a country that knows and welcomes new industries and opportunities; a perfect fit for Imagination’s ever-increasing creative ambitions.

Imagination was recently awarded Gold for Brand Experience Agency of the Year at Campaign’s 2021 Global Agency of the Year Awards.


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