Empirical Productions appoints Dan Dawson to global creative role
New York / London —Empirical today announces that Dan Dawson is joining the business in a global creative leadership role.
Dan will work with Empirical to help drive the creative and production side of the business, partnering with new and existing clients around the world to develop ambitious creative ideas built for real streets, real audiences and real-world impact. Based in the new London office but with a Global responsibility, he’ll play a key role in the next phase of development of Empirical’s creative and production offering. His appointment marks a landmark step in Empirical’s growth as an independent creative services agency for the Global Out-of-Home (OOH) market. The company creates, produces and activates campaigns across the full OOH landscape.
Dawson’s Global Chief Creative Officer role will focus on sharpening the creative offering for clients, strengthening the bridge between idea and execution, and helping brands unlock work that is not only imaginative, but practical, producible and built for the environments where audiences actually move, gather and pay attention. His responsibility will include growing the creative and production teams globally to help facilitate the growing client and project list.
“Dan understands this medium from the inside out, having forged an incredible creative path in the space over his career,” said Michael Palatnek, CEO and Founder, Empirical. “He has helped shape some of the most recognized and awarded creative work in OOH, but more importantly, he knows how to turn a spark of an idea into something that can live in public space. That combination of creative know-how, entrepreneurialism, production knowledge, gut instinct and OOH media experience is exactly what we want at the center of Empirical as we grow globally.”
“The creative opportunity for OOH has never been more diverse or exciting,” said Dan. “During my career, the OOH canvas has expanded from simple posters and basic digital screens into connected cities, behaviors, live data, mobile interactions, built environments and moments people want to share. For me personally, joining a fully independent business that focuses and centers on creativity first, was a huge draw. Empirical is not creativity in theory or ideas driven by media buys; it’s about bringing bold ideas to the real world… and for me that is a very attractive opportunity to be creative.”
Michael added, “This appointment reflects Empirical’s belief that the future of OOH will be shaped by creative ideas that are deeply aware of place. Under Dan’s leadership, Empirical will continue to expand its creative and production capabilities globally, working with agencies, brands and partners to develop OOH ideas that are built to be seen, built to be shared and built to work in the real world.”
About Empirical
Empirical is an independent creative services agency for Out-of-Home, delivering creatively effective real-world campaigns, activations and experiences through a blend of ideas, technology, production support and practical delivery. The company works across traditional OOH, DOOH, projection, drones, experiential activations, mobile media, print, vinyl, pop-ups and custom installations. Its full process covers the creation, production, and activation of OOH campaigns, helping brands and agencies turn ambitious concepts into work that lives on streets, skylines, screens, and shared spaces.