Darren is the Founder and Managing Partner of HK Initiative, which brings together outstanding talent and companies from across the globe to design and create digitally connected immersive experiences. The convergence of the physical and digital worlds through the blending of real, augmented, and virtual/hybrid experiences, is profoundly changing our lives, and new methods and business models are required to create, and benefit from, cross-reality content. He also currently serves as the Chair of the Marketing Society and the Asia Chair and Regional VP of PCMA (Professional Convention Management Association). Darren’s previous position was Managing Director of Uniplan Hong Kong where he was responsible for driving brand experience transformation and innovation with global brands across Asia including Mercedes, Huawei, Audi, UBS, Google, and Hong Kong Jockey Club. He has played a key leadership role across multiple high-profile projects including Asia’s debut of the world‘s premier modern and contemporary art show Art Basel, Business of Design Week (BODW), Longines HK Masters, Formula E Hong Kong, Lumieres HK and the Grand Opening of The Parisian Macau and Studio City. Darren is a regular and current contributor to industry publications including CAMPAIGN, MARKETING MAGAZINE, and CEI. Darren is also the holder of more than 60 premiere creative marketing awards including EFFIE, PROMAX, CLIO, MARKETING and CAMPAIGN awards.