Branding, marketing, and communications agency, bSIDE, has announced the appointment of Jasmine Choo as Partner and Head of Experiential, with immediate effect.
With more than 18 years of in-house and agency experience across communications, events, and experiential marketing for luxury and lifestyle brands, Jasmin will spearhead the growth of bSIDE’s experiential offering as part of the agency’s leadership team.
Jasmine was previously at Access Communications, where she helmed the Culture & Lifestyle portfolio while concurrently serving as Head of Events & Experiences. During her tenure, she worked on campaigns for clients including Chivas Regal, Leica, Onitsuka Tiger, Royal Salute, and Samsonite. Her earlier career includes luxury event management at Directions Group.
“I'm incredibly excited to be joining bSIDE at this stage of the agency’s growth,” said Jasmine.
“In my conversations with Charissa and the team, it was refreshing to have my perspectives challenged. They constantly have a unique point of view and a collective ability to approach briefs pointedly yet creatively. This is a massive strength in a saturated market, and is aligned with my own instincts. I'm looking forward to bringing that same relentlessness to how we design experiences that surprise and delight.”
Founder & Managing Partner of bSIDE, Charissa Guan, added: “Jasmine has spent almost two decades creating and building memorable events and experiences for some of the most demanding brands in the region. But more than that, her tenacity and grace under pressure is what our agency wants of everyone on the team - especially our leaders. Having her as Partner will allow us to go deeper into work that not simply creates fame for brands, but allows them to build community.”