Lightblue, which has positioned itself as a “brand adventures agency”, has announced that Craig Borthwick will be joining existing partners and founders David Balfour and Ian Lynagh.
Borthwick, who has been with Lightblue for five years, was instrumental in growing the company, expanding the team and building relationships with global brands in the region.
In his most recent role as client services director, his approach to marketing supported the growth of the company’s portfolio, with brands such as adidas, Heineken and Mercedes. His commitment to offering brands an integrated approach with experiential marketing as a key component of a wider strategy has been critical in the recent evolution of market trends.
Founder and partner David Balfour says in a statement: “We have made a number of strategic moves to enhance our offering to our clients and to become a stronger agency. Craig has proved to be a major asset to Lightblue, and as such his appointment is a demonstration of our intentions to remain the leaders of our industry.”
Going forward, Borthwick will focus on “solidifying Lightblue’s position as a true MENA agency and fortify our relationship with global enterprises that wish to widen their reach across the region, while increasing our own offering with a regional focus,” he says.