New role cements the company’s focus to redefine immersive culturally relevant experiences
VMLY&R COMMERCE, WPP’s end-to-end Creative Commerce company, welcomes industry authority Laura Mignott into new role as Global Chief Experiential Officer, supercharging its commitment to designing for the future of hybrid community-driven engagement. Laura will be focused on setting the agenda for a unified global experiential practice equipped to deliver next generation, immersive experiences at the intersection of culture, creativity and commerce.
The new position is one befitting to Laura’s experiential leadership as founder of award-winning specialty experiential marketing firm, DFlash. Since 2011, Laura has served as CEO driving the agency’s growth agenda and leading clients such as Netflix, Amazon Goodreads, Samsung, and more, through the industry’s evolution.
A new way of bringing brands to life
Laura will be supported by Arlene Pitterson long-time second in command at DFlash who will take the role of VP, Executive Producer. Together their work has helped to transform audiences and build brands through meaningful content, partnerships and connections, both online and offline.
“The future of immersive entertainment is here, and it's already changing the way brands interact and engage with communities across multiple channels,’ commented Beth Ann Kaminkow, Global CEO. “Laura’s appointment gives us more firepower across physical, digital and hybrid experiences – from trade to the metaverse – to usher in a new way of bringing brands to life connected to consumer behavior today.”
“My goal is to build the most unique, innovative global experiential practice in the industry. We think bespoke, with boutique sensibilities for the biggest brands and the newest ones. We are where culture and commerce meet today and built for where we are going tomorrow. A firm believer in lifting as you climb, I am thrilled to have Arlene by my side as we integrate into the VMLY&R and WPP families to deliver solutions for clients that are smart, fun and most importantly measurable.”
Laura is an award-winning storyteller and influential voice in the industry known for her knack for bringing talented people together. “The Oprah that you know,” as Laura has been called, serves as host/creator of the acclaimed Reset Podcast and teacher on her ‘One Degree of Connection’ professional development course. She has been named 2021 AdClub Rockstar award winner and 2020 WiM Storyteller of the Year. Laura also sits on multiple boards and leadership committees, including the Project N95, Black Women Talk Tech and more.