• by Steve McClellan  @mp_mcclellan, February 24, 2022

WPP's VMLY&R Commerce has appointed Laura Mignott to the new role of Global Chief Experiential Officer, punctuating what the agency said was its commitment to “designing for the future of hybrid community-driven engagement.”

Mignott is tasked with developing a unified global experiential practice equipped to deliver immersive experiences that interweave culture, creativity and commerce components.

Mignott brings experiential leadership chops to the new position. She founded experiential marketing specialist DFlash in 2011 and has served as CEO, spearheading the agency’s growth strategy and leading clients such as Spotify, Netflix, Amazon Goodreads, Samsung and others.

Mignott will be supported by Arlene Pitterson, a colleague at DFlash who is joining the agency  in the role vice president/executive producer.

“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, VMLY&R 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.”