TBWA Hong Kong digital chief Luke Eid lands global innovation role in New York

Luke Eid

Luke Eid

Luke Eid, the managing partner of TBWA\Digital Arts Network, has landed a global agency innovation role in the US.

The highly regarded digital strategist has moved to New York, where he will move into a newly created position as global director of innovation for TBWA\Worldwide.

Eid will be responsible for developing TBWA and DAN’s operating model and service offering “to ensure we continue to build innovative and progressive solutions for clients across 300+ offices worldwide,” he wrote on his LinkedIn profile page.

He will also be involved in running digital elements of global client business, including Nissan.

The Australian brings to an end just over three years in Hong Kong with Digital Arts Network. He moved to the territory in 2011 from Australia, where he was GM of Socialista Media Group, a digital media start-up specialising in youth, fashion and entertainment.

In an interview with Mumbrella recently, Eid said that “innovating is not the role of any one person or department. Agencies need to embrace the notion of innovation across the board and truly transform themselves before they can even begin to transform their clients.”

He said: “Don’t confuse technology with innovation. Yes, technology brings a set of tools that can accelerate and help drive innovation but there has to be a desire to experiment and ultimately change for an agency to be more innovative. Being innovative is actually a pain in the ass if you think about it. Most people want to come to work, do what they know how to do and go home.”

A TBWA long-timer, Eid worked for the agency in Sydney, where he was digital business director. He has also worked at Brisbane agency Design Driven as a project director, a digital marketing officer at Queensland transport firm TransLink and the startup Somedia. He started his career as an interactive designer.


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