Independent marketing communications agency bSIDE has named Jasmine Choo as partner and head of experiential, effective August 2026, as the firm moves to expand its live events and brand activation capabilities.In her new role on bSIDE’s leadership team, Choo will spearhead the growth and development of the agency's experiential marketing division. She brings over 18 years of agency and in-house experience, with a heavy focus on the luxury and lifestyle sectors.Choo joins bSIDE from Access Communications, where she led the firm's culture and lifestyle portfolio while serving as head of events and experiences. During her tenure, she oversaw campaigns for high-profile clients including Chivas Regal, Leica, Onitsuka Tiger, Royal Salute, and Samsonite. Her background also includes luxury event management at Directions Group, where she managed private client events and galas for brands such as Audemars Piguet, Chopard, Piaget, Rolls-Royce Motor Cars, and Van Cleef & Arpels."Choo has spent almost two decades creating and building memorable events and experiences for some of the most demanding brands in the region," said Charissa Guan, founder and managing partner at bSIDE. "Having her as partner will allow us to go deeper into work that not simply creates fame for brands, but allows them to build community."Choo noted that the agency's distinct approach drew her to the role. "In my conversations with Guan and the team, it was refreshing to have my perspectives challenged," Choo said. "They constantly have a unique point of view and a collective ability to approach briefs pointedly yet creatively. I'm looking forward to bringing that same relentlessness to how we design experiences that surprise and delight."The appointment comes during a period of growth for bSIDE. Earlier this year, Singapore-headquartered furniture brand Castlery appointed bSIDE as its strategic communications agency on a one-year contract to oversee global reputation management and core messaging as it expands internationally.