GLOBAL, MAY 17, 2013 – Hong Kong-based independent creative agency Fluid has announced the appointment of Guy Parsonage as chief executive. Parsonage’s appointment coincides with the company’s repositioning to tackle, among other things, big data and research using a creative perspective.
Parsonage, the former managing director of Jack Morton Hong Kong, is now responsible for leading the firm’s 35 staff, along with managing director Andrew Au.
Simon Squibb, founder and chairman of Fluid, said that Parsonage will draw on his research experience and expertise to scale Fluid’s service in the area of big data. Squibb added that Fluid had developed an effective formula to break down the use of big data and construct creative solutions around it in order to help clients generate ROI from it. He also said that he believed that most agencies, whether network or independent, were still failing to exploit big data’s potential from a creative perspective.
Squibb also added that Fluid is looking to expand internationally, predominantly in Asia.
