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Tangerine Hires Executive Creative Director From DDB
(MENAFN- PRovoke)
MANCHESTER - Tangerine has hired Ross Trigg as executive creative director, as the independent agency looks to strengthen its creative proposition amid the changing earned-media landscape.
Trigg joins from DDB, following more than 20 years in agency creative roles spanning brand, PR, social and experiential work. He has also held creative leadership roles at THG Studios and worked with brands including Disney, Rolex, M&S and Jaguar Land Rover.
In his new role, he will lead Tangerine's senior creative team, working across the agency's PR, social and news disciplines, with a remit include developing work designed to build relevance and attention for clients across earned channel.
Tangerine co-CEO Mary Harding said the appointment was intended to formalise creativity's role across its operating model, rather than represent a new strategic direction, and the move comes as agencies continue to position human creative judgement and cultural insight as a differentiator amid growing automation of media and marketing processes.
"Creativity isn't just about the work we put into the world, it's how we approach problems and how we create meaningful connections between organisations and the people they serve," she said.
"With platforms like Meta automating more of the media process, the real competitive edge shifts to ideas, insight and credibility. That's where earned-first creativity comes into its own. AI hasn't just changed what we see online – it's changed the mechanics of key channels and the rules of engagement of social as a whole."
Trigg added:“I've always believed that creativity is the most powerful force in any business, and it's a mindset reflected here in Tangerine's culture. The media landscape is more fragmented than ever, which makes genuinely sharp, well-observed earned ideas more valuable than they've ever been.
"My vision is to make the biggest waves possible for our clients and be the agency others talk about when we're not in the room.”
Tangerine has offices in Manchester and London, and its client portfolio includes Primark, Pizza Hut, Stagecoach, Iceland, Dunelm and Specsavers.
Trigg joins from DDB, following more than 20 years in agency creative roles spanning brand, PR, social and experiential work. He has also held creative leadership roles at THG Studios and worked with brands including Disney, Rolex, M&S and Jaguar Land Rover.
In his new role, he will lead Tangerine's senior creative team, working across the agency's PR, social and news disciplines, with a remit include developing work designed to build relevance and attention for clients across earned channel.
Tangerine co-CEO Mary Harding said the appointment was intended to formalise creativity's role across its operating model, rather than represent a new strategic direction, and the move comes as agencies continue to position human creative judgement and cultural insight as a differentiator amid growing automation of media and marketing processes.
"Creativity isn't just about the work we put into the world, it's how we approach problems and how we create meaningful connections between organisations and the people they serve," she said.
"With platforms like Meta automating more of the media process, the real competitive edge shifts to ideas, insight and credibility. That's where earned-first creativity comes into its own. AI hasn't just changed what we see online – it's changed the mechanics of key channels and the rules of engagement of social as a whole."
Trigg added:“I've always believed that creativity is the most powerful force in any business, and it's a mindset reflected here in Tangerine's culture. The media landscape is more fragmented than ever, which makes genuinely sharp, well-observed earned ideas more valuable than they've ever been.
"My vision is to make the biggest waves possible for our clients and be the agency others talk about when we're not in the room.”
Tangerine has offices in Manchester and London, and its client portfolio includes Primark, Pizza Hut, Stagecoach, Iceland, Dunelm and Specsavers.
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