Announced by Nick Waters, CEO of Aegis Media Asia Pacific, Barnes will take on the new role in January and will be based in Singapore. This comes simultaneously with the launch of Vizeum’s new brand identity and positioning––Connections that Count––which will underpin everything the agency does and drives the business across Asia Pacific and globally, according to the agency.
Barnes replaces Seth Grossman, who has moved back to his home in California to be with family but remains with the company. Grossman was promoted to the newly created role of CEO of Vizeum Asia Pacific in March, from his previous position as managing director for Carat China.
“It is always pleasing to promote from within the company, and to find new opportunities for talented people,” Waters said. “Kristian has an innovative and entrepreneurial flair that is ideally suited to the Vizeum brief.”
Barnes is positive about Asia Pacific, as it is the region where the growth in the next decade will originate. He told Campaign Asia-Pacific that as technology has changed the way consumers behave and interact, Vizeum helps brands to understand consumer behaviours in the usage of multiple platforms.
“As the influence of Asia economically and culturally continues to accelerate, Vizeum, as an agency built on understanding the convergence between technology and people, is ideally placed to create the connections that count between brands and people across Asia,” he said.
Prior to his stint in Aegis Media, Barnes led Havas Media in Australia and New Zealand for more than six years as part of the Mitchell Communication Group. He also founded the YoungGuns Awards in 2000 and set up Jumptank Australia in 2012.
Commenting on the new brand identity, Thomas Le Thierry, president of Vizeum Global, noted that sustainable connections, long-lasting mutual links based on trust, loyalty and transparency are what Vizeum believes will deliver brand growth.
“At the heart of what Vizeum stands for are strong solutions and robust infrastructures enabling us to be fast and innovative in activating all of our assets,” he said.