American Express Global Business Travel (Amex GBT) recently announced the appointment of Rich Atkinson-Toal as the new global vice-president for the Brand & Experience Studio. Atkinson-Toal brings over 15 years of marketing expertise, reinforcing the agency’s capacity to cater to major global brands.

He will lead initiatives to expand the Experience Studio’s influence, focusing on enhancing services for Amex GBT’s client base of 20,000 businesses. Additionally, he will promote growth in new markets aimed at attracting more large brands prioritizing experiential marketing strategies.

“As more companies increase the magnitude of their online and digital presence, people crave human connection more than ever. Businesses that prioritize memorable and elevated in-person experiences for their brand and teams will continue to rise above those who focus on virtual presence alone.”
(Translation: As more companies enhance their online and digital engagement, there is a growing demand for genuine human connections. Businesses that prioritize impactful in-person experiences will stand out more than those confined to virtual interactions.)

The Experience Studio, created as part of Amex GBT Meetings & Events, started in 2024 to provide innovative and comprehensive event solutions that foster deep engagement and meet both brand goals and business objectives. It has successfully executed over 15,000 events, delivering strategic support and logistics all in one platform.