Global branding consultancy Wolff Olins has hired a new Executive Strategy Director for Experience.
Former Publicis Sapient Alex Bradley will be joining the team to focus on growing the agency’s offering across its global client base. Alex’s appointment is also part of Wolff Olins’ deeper expansion into brand experience, and follows a string of experience and environment hires in the past year.
Alex brings a wealth of experience to the team, having worked with Publicis Sapient, Eight Inc and Fahrenheit 212 over the course of his career. He has partnered with some of the world’s boldest brands, such as TikTok, Virgin Atlantic, McLaren, IKEA, Barclays, Jumeriah, AXA and Samsung – this has led to piloting a wellbeing business platform, reimagining digital customers engagement for a retailer to save people’s live, and supercharging a supercar brand experience.
He will be working closely with Head of Design Neil Cooper and Global Principal for Design Wayne Deakin, who leads on the experience offering and helping shape brand experience opportunities for local and global clients, collaborating across strategy, design, new business and client engagement teams.
Alex said: “As Brand is Wolff Olin’s provenance and expertise, approaching experience at this strategic altitude allows us and our clients to make more of a difference in people’s lives and the world. There’s never been a more exciting and necessary time for brands to innovate.
“The next decade will see unprecedented shifts in people’s beliefs, technology and the opportunities this presents for brands and businesses.
“I’ve admired WO from afar for a while, especially the Conscious Brands perspective which piqued my interest back in 2020. The people, the caliber of clients and ambition for the future makes it an extremely exciting opportunity.”
There’s never been a more exciting and necessary time for brands to innovateAlex Bradley
Global CEO Sairah Ashman said: “Experience is central to brand building and a core part of our offer – and with Alex as our latest senior hire, we’re building up the breadth and depth to create meaningful digital and physical experiences for our clients. While agencies have become fragmented and siloed, we have an integrated, holistic approach to branding, which means we design transformative experiences that make powerful brand ideas real.
“Alex will play a key role in our growth strategy, and we’re delighted he’s joining at such an important moment in our story.”
Alex went on to add: “I’m particularly excited by the notion of ‘Brand-as-a-guide’, the opportunity for brands to reimagine their relationship with people, to guide them and create new forms of value. For example, a digital program I worked on for a global retailer transformed their brand-customer relationship from transactional into one that guided parents to prevent fatalities and injuries in the home.
“Brand-as-a-guide can cultivate greater brand-customer connection, brand cachet, and commercial upsides, while making a brand and its purpose real for people.”
Also strengthening Wolff Olins’ experience capabilities is Thomas Collier, who joins as Associate Engagement Director from digital agency AKQA, where he worked on Rolls Royce, Bacardi and Bulgari. He also spent 10 years at Toyota in marketing and sales.
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