In this newly created role, Moffatt will report to Bob Greenberg, founder, chairman and CEO of R/GA. He will be responsible for driving new business, managing the agency’s existing offices and opening up new ones in the region.
The global nature of the agency's client relationships has meant that existing clients are asking for presence in markets across Asia, Moffatt told Campaign Asia-Pacific via email. “We are in discussions with them at this time around where to open offices and over what time frame.”
According to Moffatt, several large regional and local companies across the region have approached R/GA because “they are not getting what they need from their more traditional agency partners.”
Greenberg also stressed the importance of Asia-Pacific for the agency. “We already have successful offices in Sydney and Singapore, and we see ample opportunity to strengthen our presence,” he said.
At the London office, Moffatt led a team of 150 across all client business including Nokia, Nike, Unilever, O2, Getty Images, Aston Martin, Beats by Dre and MasterCard.
Clients are thirsting for non-traditional thinking, innovation and disruption, Moffatt said. “I want to accelerate the change in working practices across our offices and with our clients from a culture of PowerPoint to a culture of prototypes,” he added.
Before R/GA, Moffatt was director of integration at AKQA in London, where he managed Nike, Coca-Cola, Xbox and Virgin United. Prior to that, he spent five years at Nike as brand communications director.