The appointment is driven by consumers’ demand for technology in brands, the consultancy says. Consumers now expect ‘more dialogue, responsiveness and innovation’, says Neil Svensen, Rufus Leonard founder and chief executive.
‘Our fast-moving “always-on world” means that technology is evolving and being adopted at extreme speed,’ he adds.
Clients are changing the way they operate in response to the trend, Svensen claims. ‘The fundamental rules of engagement have changed,’ he says. ‘Brand and digital areas of organisations are having to work much closer together to deliver integrated communications.’
The technology side of the consultancy has 30-35 designers who integrate with other departments. Svensen says, ‘There will be more research and development announcements very soon.’
The appointment coincides with the consultancy’s 20th anniversary and an internal rebrand which has seen its identity, website and studio interiors change.