Omnicom's brand consultancy Interbrand and its customer agency C Space have partnered on a new integrated customer experience offering, Interbrand X.
Interbrand Australia says this is the agency's next stage in its "evolution", recognising the intersection between brand strategy, data-driven customer insights and creative execution.
The new Interbrand X approach appeals to brands that recognise customer and employee experiences are a key differentiator and critical strategic asset for growth-focused brands.
The new division focuses on brand-led business transformation for clients and promises to emphasise brand strategy at every customer and employee touchpoint.
"In the past 12 months we've strengthened our leadership team with the hire of Nicola Mansfield as managing director, and Paola Norambuena as chief strategy officer. Both augment our globally awarded ECD, Ben Miles," Interbrand Australia CEO Nathan Birch says.
"Interbrand X is further recognition of brand strategy as a strategic asset, and we are excited about what this new partnership means for the future of our business."
Combining top talent from both Interbrand and C Space's capabilities in brand strategy, insights and customer collaboration, clients will now have access to shared resources of both consultancies.
The approach will enable them to have direct conversations with their customers, and ultimately given brands the confidence to make iconic moves.
Interbrand named Mansfield as its new managing director earlier this year, becoming the third executive to join from Deloitte.
Mansfield replaced David Rennie, who was elevated to the role of national managing director at DDB Group's digital agency Tribal.
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