A former business leader at Cheil Worldwide, Moqbel will be responsible for driving growth and overseeing experiences for brands within the FMCG, tech and lifestyle sectors.
Darren Keen, Mars director, said: "Over the past couple of years we have closely monitored the activation space our clients and other brands play within and have consistently thought that our strategic capability and our approach to premium delivery would suit what many clients are looking for, when bringing their brands to life in front of their staff, shoppers and consumers.
Keen added that having launched the business last year and having ensured all the right capabilities were in place, the agency was ready to bring in a strong and energetic leader to progress it further and give clients an experiential agency that understands the importance of brand experiences being marketing-mix aligned, ultimately creating audience action. "Sam, with his high calibre experience, is the perfect fit for our ambitions and we are delighted that he has decided to join our team."
Moqbel said that he was delighted to be leading the operation. "The talent within the agency is staggering and we have a genuine opportunity to engage with consumers and fans through brand experiences on a totally unique level; based on how we think about audience behaviour and find the critical reaction point that drives client brands forward, whether it be more sales, engagement or advocacy."
He added that the brand experience events landscape is poised to change dramatically in the next few years and that Mars Events aims to be at the forefront of driving this change.
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