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Definition launches 25-strong Experience division

Leeds brand alignment agency Definition is launching a new Experience division, bringing together 25 of its brand insights, strategy and customer and employee experience specialists to help clients define and align brand experience from both inside a business and out.

The move is a result of Definition’s increasing work integrating EX and CX strategies and supports increased market interest in brand alignment across both employee engagement and client service. According to recent research from PwC, companies that deliver superior experiences to both consumers and employees are able to charge a premium of as much as 16% for their products and services and statistics from Gallup show companies with engaged teams outperform competitors by 147%.

The new team brings together Definition’s strategy, research and CX team (formerly Brand Vista, which Definition acquired in 2022) and internal communications and employee experience team (formerly Words and Pictures, acquired in 2020). Its clients across both CX and EX include Amazon, The NEC, Honda, Marstons, Chester Racecourse, TransPennine Express and Direct Line Group.

Gary Moss (pictured), director of brand and experience at Definition, said: “Successful brands know that customer and employee experience play a crucial and equal role in their success. There is a direct correlation between engaged employees and the quality of customer interactions.

“Whilst our teams will still deliver the specialist work that they’re famous for, we can now offer a truly end-to-end CX and EX transformation solution from research to strategy, vision to creative communications and experiences. As such there’s a whole series of immediate opportunities for the brands we work with – from insights and impact measurement and reporting to full, integrated delivery.”

Andy Holt, director of engagement and experience, added: “The foundation for any brand experience should start with the internal team delivering it. All too often marketing teams work in silos from their internal communications, experience, HR and operational colleagues. Our new offer helps organisations bring both streams together easily and effectively for accelerated growth, as well as a happier and more productive workforce.”

Definition has already delivered integrated projects for a number of major brands including David Lloyd Leisure, who it’s worked with to support brand strategy and experience over the last nine years. Last month David Lloyd was listed in the top 10 best employers (very large organisation category) of the Sunday Times Best Places to Work.

Glenn Earlam, chair of David Lloyd Leisure, said: “We’ve worked closely with the Definition team for many years and have seen first hand the transformation that can be delivered when you define a specific market position, commit to it and use it as the building blocks for your entire employee and customer experience. Using this approach has been central to our growth journey for many years.”

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