Che Proximity lures Leon Wilson as new ECD

CHE Proximity marks 12 months of transformation with the appointment of executive creative director, Leon Wilson (near left).

Wilson comes to CHE Proximity with an impressive pedigree, having worked at leading international creative shops Mother, Fallon, Mojo, Colenso BBDO and most recently at BBDO Chicago.

CHE Proximity managing director Chris Howatson (above left) said Wilson’s appointment is the culmination of a 12-month period of reinvention and growth, which has included 64 new staff being appointed.

Says Howatson: “Our philosophy of making people more valuable to brands has resonated with the market, we’ve had an unprecedented year. Appointing Leon is the next step in our agency’s ambitious five-year plan – he is a phenomenal talent, leader and an inspiring person. He’s an evangelist for the modern role of creativity in solving business problems.”

Howatson said Wilson’s appointment reflected the agency’s focus on commercial creativity.

Continues Howatson: “Our ambition is to pioneer the next generation of commercial creativity. There’s untapped opportunity at the intersection of data, technology, customer experience and content, that when unlocked allows us to create branded relationships with customers that solve genuine needs, rather than rely on broad persuasion alone. In our model, creativity is not the sole responsibility of the creative department, but the entire agency. How we interrogate the data, engineer the interactive framework or understand customer behaviour are all as creatively important as the chemistry of the idea. Leon will not only lead this philosophy in the creative department but across the entire agency.”

Wilson said he was energised by the prospect of working back in Australia.

Says Wilson: “As much as Photoshop democratised image making years ago, the volume of online and mobile content now competing for attention has democratised entertainment. It’s exciting to be joining an agency that understands this, and is aware that efficacy is born from creating rewarding relationships between people and brands, rather than simply relying on reach and frequency. It’s great to be back in a market where people call a spade a spade, and more specifically an agency where this candidness cuts through the clutter and delivers honest conversations and insights.