Top MTV man to oversee TBWA/ Stream’s experiential marketing

TBWA/Stream, the brand entertainment agency, has appointed Macky Drese, MTV international vice-president of events and marketing, to the new role of managing partner.

Drese, who will join the agency at the end of this month, will be responsible for overseeing strategy and implementation of all experiential projects, trade marketing and the creative development of marketing campaigns. He will also run a global music programme for a new client, which is due to be announced imminently.

His appointment comes as Stream expands its team to nearly 40 staff and moves offices. Drese will report to managing director Gemma Newland who joined Stream in October last year and will be responsible for a team of seven people.

Drese joined MTV Networks International in 2000 as pan-European marketing manager and was promoted to international marketing events director in 2003. He has created campaigns around sponsored properties such as the MTV Europe Music Awards, with clients including Campari, Hugo Boss and Replay. He was promoted to his current position last March. Stream, which works with clients including Nissan, PlayStation, Adidas and Müller Dairies, says it has experienced significant growth in the past few years in line with the increasing importance of brand entertainment as a distinct sector. Newland says that Drese will bring “valuable insight and hands-on expertise”.

Stream recently created and managed the “Qashqai Urban Challenge” to support the launch of the new Nissan hatchback. It also handled a global film partnership with Eurostar and The Da Vinci Code and developed a global film strategy for Orange.