McGrath and Kulin have been called in to focus on creative, strategy and data respectively. Mcgrath, formerly a creative leader at The Walt Disney Company, will start at Freeman XP as the senior vice president for creative. Kulin was previously a global marketing leader at consumer goods company Unilever, and will join as senior vice preisdent of strategy and data for Freeman XP.
Bob Priest-Heck, president of Freeman, said: "Big thinkers, leaders, and innovators in their own right, Peter and Haluk have come to us from other industries and will continue to amplify the transformation Bruce Mau, our chief design officer, is leading."
Using his 25 years of experience, McGrath will join the creative department to maximise creative strategy across the Freeman enterprise. After more than a decade at Unilever - where he aided brand development and founded the public benefit corporation Personal BlackBox - Kulin has been appointed to Freeman to take charge of data and deliver customer solutions that combine data, strategy, research, and creative capabilities.
In addition, both new appointments will hold a position on Freeman’s newly created Design Leadership Council. The Council is made of a team of 10 leaders, and aims to battle complacency, risk aversion and time constraints, as well as wanting to inspire change.
Kim Myhre, senior vice president and managing director at Freeman XP EMEA, said: "Brands are increasingly looking at new ways to connect with their audiences in a memorable and measurable manner. The appointment of Peter and Haluk to Freeman XP’s executive leadership team adds exceptional creative and strategic talent to the company and will help us cement our position as the world’s leading brand experience agency."
In August, Freeman announced the promotion of Steve Comar to the executive team as director of operations and the appointment of Gillian Brackenbury-Peace as talent development advisor. In July, Freeman XP hired Celine Jean as account director for EMEA.
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