Tangerine has appointed Ross Trigg, formerly of DDB and THG Studios, as executive creative director.
Creativity has fuelled Tangerine for more than a decade, and the agency notes that the appointment isn’t a shift in direction, but a bold amplification of what has always defined the agency’s work.
Creativity now sits at the core of Tangerine’s model, powering how the agency thinks, operates and delivers, with Trigg leading a team of senior creatives who each bring expertise across news, PR and social.
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Ross joins Tangerine following a career shaped by time in some of London’s most ambitious independent agencies, before moving into his creative leadership roles at DDB, where he served as creative director, and THG, where he was group creative director.
Across these roles, he built extensive experience in brand, PR, social and experiential work, working with major brands such as Disney, Rolex, M&S and Jaguar Land Rover.
Collecting numerous award wins over his career, his work with partner agencies across Asia and the US helped refine his approach to culturally aware, creatively unique ideas – an ethos he now brings to Tangerine.
The appointment comes as the business continues to adapt and innovate during a time of significant change within the industry. In an earned landscape already rocked by AI and LLMs, human creativity is the crucial differential. And Trigg’s arrival will see Tangerine’s creative approach evolve as the wider landscape does.
Trigg said: “I’ve always believed that creativity is the most powerful force in any business, and it’s a mindset reflected here in Tangerine’s culture.
“We’re in a really strong position for where the industry is heading. The media landscape is more fragmented than ever, which makes genuinely sharp, well observed earned ideas more valuable than they’ve ever been.
“It’s an area we know inside out, and we’ve got the right people, skills and ambition to make the most of it.
“This agency buzzes with energy and creative ambition. My vision is to make the biggest waves possible for our clients and be the agency others talk about when we’re not in the room.”
Mary Harding, co-CEO at Tangerine added: “Creativity isn’t just about the work we put into the world, it’s how we approach problems and how we create meaningful connections between organisations and the people they serve.
“With platforms like Meta automating more of the media process, the real competitive edge shifts to ideas, insight and credibility. That’s where earned-first creativity comes into its own. AI hasn’t just changed what we see online – it’s changed the mechanics of key channels and the rules of engagement of social as a whole.”
