- EL SEGUNDO, Calif.
Creative agency David&Goliath (D&G) has promoted Peter Bassett to managing director, integrated production & technology services. He formerly served as director of digital production. Bassett’s new role will coincide with D&G’s integration of the digital, art and print production departments. He now reports to D&G’s president, Yumi Prentice.
Bassett will be responsible for leading the integration of digital and technology with strategic, creative and production resources to ensure the agency delivers the most breakthrough, audience-centric campaigns for clients. Specifically, he is charged with building the agency’s next-generation, technology-enabled approach and capabilities, and he will work closely with strategy and account leads on identifying digital opportunities that deliver rich creative experiences in meaningful ways.
“Our agency is guided by its challenger spirit, and we are constantly seeking ways to enhance the way we work and find new paths to bring our work to life,” said Bassett. “With technology progressing so rapidly, our departmental structure needed to reflect that pace. Removing the traditional artificial silos and constraints will enable smarter and richer possibilities for our clients and their customers.”
Bassett added, “The first step of this transition was to identify production leads who consistently think beyond their medium and push into the realm of ‘what can be imagined, can be created.’ Justine Kleeman and Noah Luger from digital production and Cara Nieto from art production have all been elevated to the role of executive producer under this one umbrella and will be key in shepherding this change.”
Prentice said of Bassett, “What we have in him is someone who in equal measures understands and amplifies creativity, has a deep respect for building audience-centric experiences, and a remarkable technological savvy around what can be done. It’s the Peters of the world who will help shape the future not just of our agency, but of the industry, into a modern, digitally-enabled and human-centric force that makes a difference.”
Bassett joined D&G in 2016 as director of digital production, and in that time he has injected innovation and technology into creative and operational processes, helping to bring complex, modern integrated campaigns to life. Enabling much of this is Bassett’s team of digital natives including developers, technologists, user experience designers and designers.
Bassett’s 20-plus year experience has produced award-winning work for all types of brands, from global digital campaigns, interactive installations and content production, through to development of enterprise websites.