Proximity Names Its First North America CEO

Richard Fraser, who previously spent 15 years at the agency, returns from BBDO

Fraser will be based in New York and report to Proximity global CEO Doug Worple. Proximity
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Proximity, a part of Omnicom Precision Marketing Group (OPMG), has announced the hiring of Richard Fraser as its first CEO of North America.

Effective April 1, the appointment marks Fraser’s return to the agency. He had joined BBDO Worldwide in 2016 as president of Southeast Asia and CEO of Singapore. Before BBDO, Fraser spent nearly 15 years at Proximity. From 2004 to 2008, he was the national planning director for the agency’s New Zealand division before becoming the managing director for Asia until 2013. Then, he served as the managing director for Asia, the Middle East and Africa.

“I‘m thrilled to be rejoining the network at a time when performance marketing, personalized brand experience and direct-to-consumer commerce are now primary strategic priorities for virtually every brand,” Fraser said in a statement. “Proximity has an extraordinary depth of talent and expertise in these areas and that, coupled with their strong culture, positions us perfectly to drive demonstrable growth for clients current and future.”

He added that his “immediate ambition” is to “harness and amplify” the agency’s Cincinnati and New York offices to “form a more united and cohesive North American Proximity offering, which I strongly believe will make us one of the most compelling business partners to brands in the market.”

Fraser will be based in New York and report to Proximity global CEO Doug Worple. He joins the global leadership team and will be responsible for accelerating growth and the agency’s North American footprint while expanding its capabilities and expertise in technology and innovation, performance marketing and ecommerce.

Chris Evans, CEO of Barefoot Proximity in Cincinnati, and Garrett Franklin, managing director of Atmosphere Proximity in New York, will report to Fraser in his new role.

“Richard has played an influential role in Proximity’s development, last serving as our Asia Pacific leader,” Worple added in a statement. “I’ve been keen to bring Richard to Proximity North America and leverage his talents in a bigger role so when the opportunity for this role presented itself, we were quick to figure out a way to make it work.”

@kitten_mouse Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.