American Express Global Business Travel (Amex GBT) announced the appointment of Rich Atkinson-Toal as global vice-president of Brand & Experience Studio.
Atkinson-Toal brings over 15 years of marketing leadership experience, ensuring this global creative events agency is fit to serve the largest brands in the world.
In addition to his current leadership of the global brand team, he will focus on continued growth of the Experience Studio with increasing penetration of Amex GBT’s 20,000 clients.
He will also be driving open market growth with a focus on attracting even more large global brands who place experiential brand connection at the forefront of their marketing strategy.
The next stage of development
This marks the next phase in the Experience Studio’s development, as Amex GBT is investing in growth given the surging global demand for creative and experiential events.
The Experience Studio, part of Amex GBT Meetings & Events, launched in 2024 and was created to provide a new range of creative events with a 360-degree approach that maximizes emotional and physical engagement, brand impact, and business objectives for external and internal audiences.
Backed with global reach and integrated technology, the Experience Studio has serviced over 15,000 events of all sizes, to uniquely provide strategic and creative support as well as logistics and travel all in one place.
As Atkinson-Toal explains: “As more companies increase the magnitude of their online and digital presence, people crave human connection more than ever. Businesses who prioritise memorable and elevated in-person experiences for their brand and teams, will continue to rise above those who focus on virtual presence alone.”
