Cheerful Twentyfirst is has welcomed Joe Rivers as its new US brand experience director.

Rivers brings a wealth of expertise in experiential marketing and event strategy, further solidifying the agency’s commitment to delivering experiences that forge deeper connections between brands and their audiences.

He joins the Cheerful Twentyfirst as a US addition to the agency’s growth team, brought in to continue to develop domestic opportunities.

This appointment follows a successful four years in the region under the helm of global brand experience director, Jules Staveley.

“We are very excited to welcome Joe to our team,” said Steve Quah, CEO. “His passion for creating meaningful connections aligns very closely with our agency’s mission to put the audience above all and inspire people through our work. In this new role, Joe will oversee business development and support our wider growth strategy for our North American offering.”

Rivers added: “Joining Cheerful Twentyfirst is an incredible opportunity. This agency has been on an impressive trajectory in the US, especially when it comes to creating audience-centered brand experiences. Having spent some time with the team already, their creativity is unmatched, and I’m thrilled to join such a talented group. I look forward to helping drive the next chapter in North America.”

With offices in the Rockefeller Center NYC and a growing roster of US clients, Cheerful Twentyfirst continues to expand its North American footprint. Most recently, the agency delivered several conference and activation projects at the United Nations General Assembly and Climate Week in New York City.