The move marks the next step in Imagination's expansion, after the international design and branding consultancy acquired Events 360 earlier this year. The agency is best known for creating major 'brand experience' events for clients such as Ford and Coca-Cola, and Court's appointment is seen as an attempt to bring that offering to Asia. "We have very big office in London but, for me, the biggest challenge here is growing an Asian version of that."
Court believes that while Asian companies may have endured tough times of late, Imagination's creative mindset will resonate with its target markets. "The way we like to do stuff is get the creatives together with the client," he explained. "We're certainly not going to appeal to everyone, but for the people we are targeting, there's certainly an appeal to having a direct relationship with designers."
Court is particularly excited about being charged with building an Asian creative team, to turn the Hong Kong office into Imagination's third global creative hub.
"The most exciting thing for me is getting people in that are young and talented and building up a creative resource," he said. "Within five years, we're talking about this probably being our biggest creative resource. I can't think that that kind of brief comes along very often."
Court's six-year experience with Imagination London saw him lead the delivery of Ford's global autoshow programme for premium brands Aston Martin, Jaguar and Land Rover. Those lessons, he says, may not be all that relevant in Asia. "I've got a massive learning curve," hesaid. "I have to change and that's exciting."
Imagination beefs up creative offer
Imagination Asia has appointed its first creative head at its new Asian headquarters, by shifting design director Francis Court over from its London office.