OBE names Ken Black creative-in-residence

On Board Experiential has appointed former GMR and Nike creative leader Ken Black as Creative-in-Residence as the agency pushes deeper into global growth, innovation, and culture-led marketing. The move adds senior creative firepower as OBE expands its sports advisory business and courts more experiential work for major brands.

Why it matters: - OBE is adding a veteran creative leader to sharpen its work across brand building, design, storytelling, and experiential marketing. - The hire signals continued investment in culture-driven growth as brands spend more on moments tied to sports, entertainment, and other major cultural events. - Black’s role is designed to help OBE raise creative rigor while supporting talent development and international expansion.

What happened: - On Board Experiential appointed Ken Black as Creative-in-Residence. - Black is the former Global Chief Creative & Innovation Officer at GMR Marketing and a former Nike vice president. - OBE said Black will work closely with agency leadership and creative teams. - The agency framed the appointment as part of its broader push for global growth, innovation, and cultural impact.

The details: - Black will provide strategic counsel, creative mentorship, and an outside perspective built from decades of experience in brands, businesses, products, and experiences. - His focus will include elevating creative rigor, strengthening design and storytelling, supporting talent development, and expanding what experiential marketing can do. - Black spent more than 30 years in brand marketing, design, innovation, and storytelling. - At GMR Marketing, Black led the agency’s creative vision and multidisciplinary teams. - At Nike, Black spent 25 years in senior creative roles. - His Nike roles included Vice President of Digital Design Transformation and Global Olympic Creative Director. - OBE said Black helped shape some of Nike’s most iconic products, experiences, and cultural moments. - Black now advises executives and global organizations across sports, media, technology, and culture. - OBE recently launched Onboard Sports Advisory, a dedicated sports marketing and partnership consultancy. - OBE also delivered Starbucks’ first-ever experiential activation at Coachella. - The agency said the Creative-in-Residence program started five years ago and brings in leaders from business, culture, design, innovation, and creativity. - OBE said the program is meant to challenge convention, inspire teams, and help shape the future of brand experience.

Between the lines: - OBE is signaling that creative leadership is becoming a growth strategy, not just a support function. - The company is pairing outside perspective with in-house execution as it competes for higher-value, culture-led client work. - Black’s background spans both brand-side and agency-side leadership, which should fit OBE’s mix of consulting and experiential services. - The appointment also suggests OBE wants deeper credibility in premium sports and global brand marketing.

What's next: - Black will begin advising OBE’s leadership and creative teams as the agency enters its fourth decade. - OBE is likely to use the appointment to strengthen its pitch for international, sports, and culture-based client work. - The agency said it will continue investing in people and ideas that shape its next phase of growth.

The bottom line: - OBE is betting that a high-profile creative veteran can help accelerate both its creative output and its commercial expansion.