BBH has added to its creative team with the appointment of Possible UK chief executive Neil Miller as global chief experience officer, in recognition of the growing importance of brand experience as a revenue driver.
Miller will be tasked with delivering creative effectiveness across the entire customer journey by bringing to bear his own experiences of working with clients including Vodafone, Microsoft and Shell.
The agency said brand experience briefs will constitute more than 20% of its revenue by the end of this year.
Miller said: "I have long been an admirer of BBH and have seen the quiet revolution going on at the agency including significant digitally focussed briefs coming their way from new and existing clients and the timing is right.
“As we enter the experience era brands can no longer ‘opt out’ of thinking about the whole experience. New opportunities to change perceptions and create value exist today like never before...the door is wide open for creative companies that really understand brands to take the lead in this new era."