Leo Burnett North America has named Matt Marcus as the first holder of its chief experience officer title in a move designed to help the creative agency in helping brands strengthen connections with their customers through new technology.
Marcus will begin oversight of a client portfolio including the likes of Kraft, General Motors and Miller Coors, reporting directly to Liz Taylor, chief creative officer at Leo Burnett Worldwide as he devises multi-channel customer experience strategies.
Taylor remarked: “Matt is an innovative, collaborative, creative soul who will continue to push and transform us and our clients through fresh, forward-thinking work,” said Taylor. “I’ve known Matt for quite some time and have no doubt that he will help us be uncommonly inventive and cement Leo’s status as best in the world, bar none.”
Customer experience has become increasingly central to Leo Burnett having identified that 73% of people regard the sector as central to making purchasing decisions. This importance is underlined by the realisation that 32% of people would ditch a brand which gave them a bad experience – according to research by PWC.
Commenting on his new role Marcus said: “This is an amazing opportunity to help one of the most renowned agencies in the world tell its stories through new technologies, in non-linear ways. I’m so excited that I’ll get to partner with Leo’s talented leaders to bring forward creative solutions that grow brands and build business.”