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About Proximity London

Latest News

Proximity London appoints new head of strategy from BBD Perfect Storm

Proximity London has hired award-winning strategist Ben Tan as head of strategy to lead and oversee the agency’s growing strategy department.

With over 20 years of industry experience, Tan joins Proximity London from BBD Perfect Storm where he was executive planning director working on accounts including sportswear brand SKINS and Emirates. He joined the agency as an equity partner to help grow and shape the start-up. Prior to this, Tan held senior roles at agencies including JWT, where he was global planning director.

At Proximity London, Tan will be responsible for leading the agency’s 20-strong strategy department. His objective will be to develop and broaden the agency’s strategic offering to ensure human-centred thinking informs how clients build purposeful relationships with consumers. As part of this, he will also aim to bring a human-centred approach to the team’s use of marketing automation technology and marketing transformation. Working across the agency’s client base, Tan plans to build on the entrepreneurial approach that the team deploys in its thinking and capabilities.

Tan’s appointment follows that of Anna Cole and David Anyetei, who joined as strategy directors in the summer. Tan will report to Proximity London CEO, Gabrielle Ludzker.

Ludzker comments: “We’ve been building our team with the joint ambition of being the leading thinkers in the industry and remaining the No 1 Best Place to Work (with the loveliest people too). In Ben, we’ve found both of those things. He is absolutely the right person to lead our strategic vision and I am thrilled to welcome him to the team.”

Ben Tan adds: “We are working in an era of disruption and need to focus on fundamentals. Success comes from constantly learning how to better solve customer problems. Proximity’s ability to get closer to those customers while constantly evolving its marketing thinking puts it at the heart of where agencies need to be in supporting clients in these challenging and inspiring times.” 


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