|
|
Article: It's all a question of experience: Enterprise IG has re-organised its brand experience offer. Hannah Booth takes a look at the implications. (News Analysis).
- Article from:
- Design Week
- Article date:
- December 6, 2001
- Author:
CopyrightCOPYRIGHT 2001 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
ENTERPRISE IG has finally found a home for BDG McColl's Retail & Leisure unit. It has merged it with the consultancy's short-lived 'brand expression' unit, Enterprise XP, to form Enterprise Brand Experience (DW 29 November).
Brand Experience is something Enterprise IG's clients want, says Enterprise IG UK chief executive officer Patrick Smith. He insists that clients are seeking longer term relationships with it, and that Enterprise IG research backs this up.
Former Fitch Europe chief executive officer John Harrison, who takes the Brand Experience helm this week, agrees. '[Brand Experience] is market-driven. Clients with major brands expect ...