Singapore-based esports marketing platform yup.gg has hired two former Bartle Bogle Hegarty (BBH) managers in C-level positions.
Former BBH Singapore Managing Director David Webster joins as Chief Commercial Officer, with former BBH Managing Partner Tim Lindley becoming the company’s new Chief Experience Officer.
The new arrivals join yup.gg as the team looks to begin a major expansion, according to a release. Webster and Lindley will devote their time to building partnerships with brands and agencies, and look to improve the platform’s product experience by working closely with yup.gg’s engineering team.
Rai Cockfield, CEO and Co-founder of yup.gg, spoke on the additions to his team: “We are excited to add David and Tim to the yup.gg team and look forward to leveraging their experience providing unique marketing solutions to top brands in the world, to our core knowledge of gaming and esports community-building and content monetization.
“Core to yup.gg is our passion for the gaming community and we’re focused on adding top minds from tech and media to the team to make sure we develop the right tools to help brands maximise their investments and creators and rights-holders maximize their earning potential.”
Webster joins after a 14-year stint at BBH, where he progressed to the positions of Managing Director and Chief Growth Officer. He has led global and APAC accounts for the likesof Nike, Samsung, and Riot Games.
Commenting on his move, he stated: “It’s not every day that you get the opportunity to join the best in the industry to help build a product that can create genuine value for the whole ecosystem. While the scale and opportunity in esports and gaming is there, with yup.gg’s marketplace approach we hope to bring a new level of transparency and trust to the industry that will give brands the confidence to enter or level up their investments in this space.
Meanwhile, Lindley leaves behind the positions of Managing Partner and Global Head of Content at BBH. Before joining BBH, Tim was a member of Red Bull’s APAC leadership team as Head of Owned Media and Communications.
He laid out his initial goals upon joining yup.gg, stating: “I have witnessed first-hand how effective gaming and esports marketing can be, I also remember how difficult it can be to navigate this complex and fragmented ecosystem for the first time. I hope to simplify the way marketers access audiences through gaming and esports, and bring some rigour to the way these activities are executed and measured.”
Esports Insider says: As more and more brands attempt to target the esports market, having partners who understand the unique facets of the industry is essential in truly engaging the community. Webster and Lindley bring a wealth of marketing experience to yup.gg, and their previous work with Riot Games suggests a crucial familiarity with esports, too. We wish them all the best in their new roles.