Cheil Worldwide has appointed Jordan Waid as executive creative director at Mind Design Laboratory (MD Lab), the Munich-based design house and innovation lab specialized in integrated 360 degrees brand experience. About 25 international designers, each of whom specialised in architecture, interior and content, provide services for many clients with Samsung Electronics being the largest global account.
Waid joins from integrated advertising agency, Inferno in London where he worked on its SAB Miller, Nokia and Purina accounts. Prior to this, he was with Imagination, a London based independent creative agency. Here he was creative director for the agency's largest global account, Ford of Europe, and led teams of creatives from graphic and 3D design, digital and social media, film and content strategy, internal communications and live event to create compelling experiences to raise brand awareness.
Waid's work ranges from retail, advertising, experiential campaigns, exhibitions, VIP events and launches, through to PR activity and sponsorship such as UEFA Champions League. He previously held creative head and director positions for agencies in London and New York, including LIVE (Omnicom), MTM, and Gruzen Samton Architects.
Cheil Worldwide has been pushing hard to further strengthen brand experience which gives it an integrated shape and allows it to create work that goes beyond traditional advertising. The hire of Waid, whose expertise lies in multi-disciplinary brand experience and its relation to advertising, demonstrates Cheil's resolution to create highly impactful and attractive communication and design solutions.
"Jordan is a creative specialist in brand experience and an expert in integrated multi-disciplinary creative process," commented Jaesan Kim, head of brand experience group at Cheil Worldwide HQ. "With a unique background of design, media, and filmmaking, his professional career amazingly covers a wide range of brand experience from architecture, film, and digital to graphic, retail and advertising. This allows him to challenge communication models with fresh ideas that engage at all levels and touch points. I am confident Jordan will bring valuable experience and expertise to our team and ultimately, to our clients."