American Express Global Business Travel (Amex GBT) is strengthening its Experience Studio division by promoting global marketing boss Richard Atkinson-Toal to lead the unit with a brief to grow its worldwide client base.
Atkinson-Toal, who is based in the UK and is also a deputy chair of the DMA, has been at Amex GBT since May 2023.
As vice president of global brand and marketing, he is responsible for global brand strategy, advertising, and management and also leads the team responsible for marketing communications activity across core travel solutions, professional services, technology products, multi-segment clients and partners.
Prior to Amex GBT, Atkinson-Toal worked at Barclays for nearly 16 years, where held a number of senior marketing roles across the business, ultimately taking on the post of director of brand marketing for Barclaycard.
In his new role, Atkinson-Toal will take on the additional responsibilities of heading up the Experience Studio and will aim to increase penetration among Amex GBT’s 20,000 clients.
He has also been briefed to attract even more major global brands who place experiential brand connection at the forefront of their marketing strategy.
Launched in 2024, the division was created to provide a new range of creative events, designed to tap into emotional and physical engagement, brand impact, and business objectives for external and internal audiences.
Backed with global reach and integrated technology, the Experience Studio has already serviced over 15,000 events of all sizes, to provide strategic and creative support as well as logistics and travel – all in one place.
Atkinson-Toal commented: “As more companies increase the magnitude of their online and digital presence, people crave human connection more than ever.
“Businesses who prioritise memorable and elevated in-person experiences for their brand and teams, will continue to rise above those who focus on virtual presence alone.”
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