TBWA Sydney hires Lachlan James in director of experience planning role to upweight CX offering

Following recent news of its investment into a new data insights platform, along with key hires across its creative and planning teams, TBWA Sydney has further bolstered its offering through the creation and new hire of a role dedicated to customer experience (CX).

Lachlan James (pictured) has joined the company to the newly created position of director of experience planning, working within the agency to help integrate disruptive customer experience strategy into client projects and new business.

Says Matt Springate, chief strategy officer, TBWA Sydney: “As the world moves forward at pace, It’s vital that customer experiences are integrated as a core part of our planning process and it’s something that our clients are increasingly asking for. With the tools we have at our disposal including Disruption Live and our new data-insights platform, CLUE, we’re in our strongest position yet to combine culture, creativity, data and customer experience to deliver disruptive work for our clients.

“Filling this new role with someone of Lachlan’s talent is a crucial next step for us in building a truly world-class strategy team and we’re excited to welcome him into the fold.”

After working in New York and London, James comes most recently from CX agency, Lavender in Sydney, where he led strategy for clients such as Westpac, NBN, American Express, Telstra and Medibank.

Says James: “With disruption at its core and its creativity and technology capabilities second to none, I truly believe TBWA Sydney is perfectly positioned to deliver brilliant CX for our clients. Above all else, I’m excited to be working alongside such smart and genuinely nice people.”

To deliver on its mission to create culture for brands, TBWA has developed a range of proprietary tools including Backslash, a global team of trendspotters to identify cultural opportunities as and when they happen; Bolt, a content creation hub and CLUE, a data insights platform developed with data science agency, Annalect.

Says Springate: “We have a lot of momentum and with the tools that we have and the great people we have joining the team we’re really looking forward to the next chapter.”