INVNT Promotes Sarah Bailey to APAC Executive Creative Director
Singapore-based Bailey will lead regional creative for luxury experiential campaigns as INVNT expands APAC operations amid rising demand for culturally relevant brand experiences.
Experiential marketing agency INVNT has promoted Sarah Bailey to executive creative director for Asia Pacific, elevating her from senior creative director as the agency expands its regional operations.
Based in Singapore, Bailey will lead INVNT's regional creative team, overseeing creative strategy and delivery across physical, digital and hybrid brand experiences. She has worked with global clients including Rolls-Royce, Lamborghini and Emirates during the agency's expansion across Asia Pacific.
Leading Culture-Led Creative for Luxury Brands
Bailey has spent more than 20 years working across experiential strategy, cultural programming, luxury hospitality and digital innovation. Her work at INVNT has focused on integrating arts, entertainment and emerging technology into brand experiences for luxury clients operating across diverse Asian markets.
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"Sarah has been instrumental in shaping the creative direction of our APAC business," said Laura Roberts, INVNT APAC managing director. "Her promotion reflects the role she's played in building a diverse, ambitious creative team and pushing the work forward."
The promotion comes as luxury brands prioritize experiential marketing to connect with Asian consumers. Bailey's remit has spanned large-scale live experiences, digital innovation and integrated brand storytelling for premium automotive and travel brands.
Regional Complexity Drives Demand for Cultural Expertise
Bailey said the role presents an opportunity to deepen INVNT's focus on creativity with cultural relevance across Asia Pacific. "APAC audiences expect authenticity and originality," she said. "My focus is on helping brands tell stories that connect meaningfully and create impact."
The appointment reflects broader industry trends where global luxury clients demand localized storytelling capabilities combined with digital innovation expertise. Bailey has been based in Singapore during INVNT's regional expansion and has played a central role in developing culture-led experiential work across multiple markets.
Recognition and Mentorship
Bailey was named one of the industry's "Women to Watch" in 2023 and recognized in a "40 Under 40" list. She is also involved in mentoring emerging creative talent across the region.
The promotion signals the growing importance of culturally-informed creative leadership for agencies serving luxury brands across Asia Pacific's diverse markets. Bailey's track record delivering large-scale experiences for premium brands demonstrates how global clients are prioritizing regional expertise to navigate market complexity.
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