Proximity London has lured BBD Perfect Storm executive planning director Ben Tan as head of strategy to lead the agency’s growing strategy department.
At BBD Perfect Storm worked on accounts including sportswear brand SKINS, Investec Private Bank, Emirates and Wiggle, joining as an equity partner soon after launch in 2013. Prior to this, Tan held senior roles at agencies including Rapier, Glue, Claydon Heeley and JWT.
In his new role Tan will be responsible for leading Proximity’s 20-strong strategy department to develop and broaden the agency’s strategic offering to ensure “human-centred” thinking informs how clients build relationships with consumers.
As part of this, he will also oversee the team’s use of marketing automation technology and marketing transformation. Tan’s appointment follows that of Anna Cole and David Anyetei, who joined as strategy directors in the summer. Tan will report to Proximity London CEO, Gabrielle Ludzker.
Ludzker said: “We’ve been building our team with the joint ambition of being the leading thinkers in the industry and remaining the No 1 Best Place to Work (with the loveliest people too). In Ben, we’ve found both of those things. He is absolutely the right person to lead our strategic vision and I am thrilled to welcome him to the team.”
Tan added: “We are working in an era of disruption and need to focus on fundamentals. Success comes from constantly learning how to better solve customer problems. Proximity’s ability to get closer to those customers while constantly evolving its marketing thinking puts it at the heart of where agencies need to be in supporting clients in these challenging and inspiring times.”
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