Freeman, the leading global provider of brand experiences, today announced the hiring of two renowned executives as part of the company’s ongoing commitment to bring world class talent to drive the future of brand experience.

Peter McGrath, a longtime successful creative leader at The Walt Disney Company, starts his new role as senior vice president of creative for Freeman’s agency division FreemanXP. Haluk Kulin, a global marketing leader at multinational consumer goods company Unilever and a pioneer in building trust and value through data, joins as senior vice president of strategy and data for FreemanXP.

Freeman continues to evolve and innovate the brand experience category, inspiring massive change on a global scale using data-driven insights to connect people in ways that are meaningful and measurable.

“Both Peter and Haluk see the tremendous opportunity to join a global enterprise and work with the world’s leading organisations to innovate the brand experience channel,” said Bob Priest-Heck, Freeman’s president. “Big thinkers, leaders, and innovators in their own right, Peter and Haluk have come to us from other industries and will continue to amplify the transformation Bruce Mau, our chief design officer, is leading.”

At Disney, McGrath led the Creative Studio of Walt Disney Imagineering as Executive of Creative Development – the creative division of Walt Disney Parks and Resorts worldwide – among other leadership roles during his 25-year career with the company. At Freeman, McGrath will oversee the creative department to nurture and maximise creative across the enterprise.

Kulin joins Freeman after more than a decade at Unilever, where he developed some of its most successful brands and founded Personal BlackBox, a public benefit corporation that helps companies unlock the full potential of customer data with trust and transparency. At Freeman, Kulin will be charged with harnessing data to deliver integrated customer solutions that combine data, strategy, research, and creative capabilities.