Charles-Barber is new creative director

Red Advertising & Marketing has appointed Sophie Charles-Barber, a London-born advertising and branding specialist, as its new Creative Director effective January 3, 2022. Charles-Barber, was most recently based in Trinidad and Tobago at Lonsdale Saatchi & Saatchi Advertising, where she spent more than a decade in a similar role.

Managing Director of Red Advertising, Jevan Jutagir, welcomed Charles-Barber to the position, noting that the company would be prompt in placing her vast experience at the disposal of clients.

“I am pleased that we have been able to attract a talent of the magnitude of Sophie to Red and, this bodes well in our ability to continue to be the most creatively awarded agency in the Caribbean, despite some recent changes in management.

“Sophie has both a Caribbean and a world view and that will add a lot of new thinking to Red’s offering. mHer previous agency is one that I hold in high regard, so combining the thinking of the largest agency in the Caribbean with that of the most creative agency in the Caribbean is sure to be a winning formula! I am looking forward to great results going forward.
Welcome aboard Sophie!”

Charles-Barber has over 15 years of experience developing strategy and campaigns for leading brands within the Caribbean, Latin America, the UK, and Europe.

Earlier in her career, she worked as a designer and brand strategy consultant providing research-based consultancy for leading brands, including Coca-Cola, Philips Electronics, Nokia, and the British Museum.

She has produced creative and overseen brand management on campaigns and projects for Toyota, Flow, VISA, Pepsi, Diageo, and Hilton among many others. Among the core skills which she brings to her new role, are brand strategy; multi-channel marketing; campaign results monitoring and reporting; social campaigns; team leadership; research and trend analysis; corporate communications; trade strategy; and content development and production.

Her creative campaigns have previously achieved multiple Addy Award wins for local, regional and district, including the prestigious ‘Best in Show, Overall Campaign’ and ‘Best in Show, Digital’.
Charles-Barber holds a Master of Arts (M.A.), Narrative Environments from the Central Saint Martins, University of the Arts, London; and a Bachelor of Arts (B.A.) | Architecture from The University of Liverpool, School of Architecture. (PR)