Lavender appoints strategy head to push CX

Rachael Micallef
By Rachael Micallef | 15 October 2015
Lavender head of strategy Lachlan James and founder Will Lavender.

Following its recent rebranding as a CX - or customer experience - agency, Lavender has appointed a new head of strategy to push multichannel solutions.

Lachlan James joins the agency as head of strategy, having spent several years in New York and London.

Lavender formally rebranded as a CX agency last month, which sees it take a more customer-centric approach in building the customer experience, beyond just advertising.

In his new role, James will oversee strategy in the five services under Lavender’s CX positioning: consulting, data, creative, technology and delivery.

James joins from a role as group director of strategy at New York agency McGarryBowen and previously worked in a number of strategy roles in London at Collective, BD Network, Archibald Ingall Stretton, and Partners Andrew Aldridge.

His previous roles have seen him work across brands such as American Express, Verizon, Chevron, O2, Vodafone, Virgin, Coca-Cola, Nintendo and Rolls Royce.

“What attracted me to Lavender was the sort of marriage of marketing and the more technology side of things,” James told AdNews.

“I think you can have all the talented engineers and technology people but unless you’ve got really great ideas to put them in the right direction of and vice versa, I think you’ll never really get to that full service offering.

“I'm a big believer in the need to take a more holistic approach to customer experience strategy to best reach and engage customers and generate ongoing profitable behaviour change.”

Lavender founder Will Lavender said the appointment of someone with James' multichannel experience further bolsters not only the agency's senior team, but further strengthens its new positioning.

“With core expertise in digital, communications and product strategy, Lachlan bridges the divide between marketing strategy to new product development and innovation,” Lavender said.

“His customer-centric approach to strategy and his passion for CX is exactly what we were looking for in filling this important role.”

To read more about Lavender's new CX positioning, be sure to check out The Sell in the next print edition of AdNews (16 Oct).You can subscribe here or get it tomorrow on iPad.

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