SYDNEY, 26 October 2021: Imagination, the award-winning Global Experience Design Company, has announced Cyril De Baecque’s appointment as Production Director of Digital Content in its Sydney office. Cyril will report to Imagination Australia’s Managing Director, Antony Gowthorp, and will be responsible for driving growth and establishing Imagination as a centre of excellence for premium content production.

He was previously Executive Producer at experiential agency VANDAL Sydney, working on global projects including world-class TV automotive commercials and feature films.

Cyril has a wealth of experience in this sector, initially working on live production TV commercials and feature films in Paris, before moving to Australia where he joined Spinifex Group, working his way up to become its Managing Director.

At Imagination, Cyril will work across all its clients globally, but with a particular focus on key Australian clients AWS and Telstra.

This appointment is part of Imagination’s strategic goal to pursue premium content, capitalising on the shift to digital content since Covid. Cyril is one of several new senior hires, as the experience design company invests in the best in-house talent across live events, technical production and 3D environment design. Imagination can now offer clients 100% integrated content-led production, differentiating it from stand-alone production shops.

Commenting on his appointment, Cyril De Baecque said: ‘Imagination has an exciting vision to invest in the best talent. In-house experience across live and technology is a huge advantage, especially where content is developing. I am delighted to be part of Imagination’s global reputation and great culture’.

Antony Gowthorp, Managing Director, added: ‘We see an opportunity to build the best premium content team in the market, and Cyril is the perfect choice to lead this vision. Having someone of Cyril’s calibre is extremely exciting for the future of Imagination and is the first of several senior hires. We look forward to announcing some more shortly.’

About Imagination

Imagination is an Experience Design Company headquartered in London, with 14 offices worldwide. Founded over 50 years ago on a principle of Independent Creativity - we bring together diverse groups of strategic, creative and practical people who remain free to find the right answers to client challenges. We remain independent to this day. We have earned a reputation for consistently challenging and changing the status quo, through our core offers of Consulting, Destinations, Content and Live. Imagination’s clients include Ford, IKEA, LVMH, Samsung, Jaguar Land Rover, HSBC, Major League Baseball, Mastercard, Turkish Airlines, Shell, AWS and Telstra. For more information, please visit imagination.com.