Imagination: ‘We believe we have a role to play in building this economic and cultural multiplier in KSA’

Imagination: ‘We believe we have a role to play in building this economic and cultural multiplier in KSA’

dubai: Imagination, the global experience-design company, is in the process of bolstering its presence and profile in Saudi Arabia and recently opened an office in the Kingdom. It has announced a number of appointments to the senior leadership team in the new office, including Paulo Novoa as creative director and Clare Baarda as logistics director. Novoa, who brings nine years of experience in senior creative roles, joined Imagination from Riyadh-based branding and strategy agency TOLD, where he was associate creative director, leading the creative team to deliver solutions and brand strategy for clients. Baarda has more than 15 years of experience in events management, having worked with major international brands such as Audi, L’Oreal and Ericsson. She joins Imagination after working with the company as a freelancer on projects for the Saudi Ministry of Culture, the g20 Cultural Program, and the Kingdom’s neom smart city megaproject. Novoa and Baarda are based in Imagination’s new Riyadh office and will work with existing clients in the public and private sectors. “We hired our first employee and planned to launch our Riyadh office back in 2019 when we began working at scale in the Kingdom for Saudi entities,” Imagination CEO Patrick Reid told