Imagination boosts Saudi Arabia’s leadership team and opens a new office location

Award-winning Experience Design Company, Imagination, has appointed a new Creative Director and Logistics Director in its Saudi Arabia office, further developing its senior leadership team to support expansion and growth. The news follows the opening of a new office in Riyadh, supercharging Imagination’s presence, and ability to create world-class experiences in the Kingdom.

New Creative Director, Paulo Novoa, joins Imagination from TOLD, where he held the position of Associate Creative Director. Paolo led the creative team to deliver solutions and brand strategy for clients overseeing projects from idea to implementation. He brings nine years of experience in senior creative roles to Imagination.

Also joining is Clare Baarda, who has been appointed as Logistics Director. Clare brings over fifteen years of experience in events management, having worked with major brands including Audi, L’Oreal and Ericsson. Baarda joins Imagination after having worked with the company on successful projects for the KSA Ministry of Culture, G20 Cultural Programme and NEOM.

Novoa and Baarda will both be based in Imagination’s new office in the heart of Riyadh, providing a wider breadth of in-country dedicated disciplines. They will work across a broad range of existing clients, consisting of both governmental and private sector businesses and help further drive Imagination’s core offers.

Patrick Reid, CEO, of Imagination said:

“We are thrilled to add two new members to the senior leadership team, as we continue to strategically invest and grow our offer in KSA. We’re excited by the opportunities to support the 2030 vision and look forward to further building our talent pool and presence in the country.”

Oliver Mariott, Client Services Director for Imagination Saudi Arabia, said:

“Clare and Paulo’s appointments bring a new wealth of knowledge and expertise to our leadership in Saudi Arabia which will help us continue to deliver ground-breaking experiences for our clients. I look forward to seeing them in action as they develop new relationships, nurture up-and-coming Saudi talent, and expand our portfolio across the Kingdom.”

Paulo Novoa, new Creative Director, said:

“The opportunity to create meaningful brand experiences through a culture of collaboration, innovation and creativity with Imagination is very exciting. I am thrilled to work for a company at the forefront of the industry and contribute to our impact in the region.”

New Logistics Director, Clare Baarda, said: “Imagination is renowned for creating strategic, innovative experiences, successfully pushing the boundaries at every opportunity. I can’t wait to work with the team and deliver these inspiring, global projects. I am delighted to be joining the office in Saudi Arabia, a country experiencing and embracing new industries and opportunities; a perfect pairing for Imagination’s ever-expanding creative ambitions.”

Imagination was recently awarded gold for Brand Experience Agency of the Year at Campaign’s Global Agency of the Year Awards 2021.

Imagination is an Experience Design Company headquartered in London, with 14 offices worldwide. Founded over 50 years ago on a principle of Independent Creativity – it brings together diverse groups of strategic, creative and practical people who remain free to find the right answers to client challenges. We remain independent to this day. Imagination’s clients include KSA Ministry of Culture, NEOM, Saudi Tourism Authority, Ford, LVMH, Samsung, Jaguar Land Rover, HSBC, Major League Baseball, 3M, Shell and Telstra.

Imagination was awarded gold for Brand Experience Agency of the Year at Campaign’s Global Agency of the Year Awards 2021.