Start celebrates 20 years of delivering commercial creativity with renewed purpose and new Group CEO
LONDON, Feb. 10, 2016 /CNW/ - Global brand and business transformation agency Start has appointed Mac Macdonald as Group CEO.
Start creates immersive cross-channel, customer-driven experiences that drive increased customer advocacy and return on brand investment to build greater brand value. It partners with clients that believe better customer experience management (CEM) - delivered by exceptional brand experiences - is paramount to the continued success of their businesses.
Start Group capabilities also include a number of specialist companies: Discovery Partners (Branded Tourism), Connected Retail (Digital SmartStore Platforms), Breed (Artist Management) and Hometown (Advertising and Communications).
Based in Start's London headquarters, Macdonald will assume responsibility for the on-going commercial success of the Group, with an initial focus on developing opportunities for the UK-based businesses. Macdonald's remit also extends to greater co-ordination of activities in Start's core growth markets - Middle East, Asia and Australasia.
Mike Curtis, founder of Start, will continue to identify international development opportunities and moves into the role of group President.
Commenting on the appointment, Curtis said: "In Mac we've gained a like-minded CEO with the right mix of experience and drive to help take Start forward by building on our differentiated agency proposition. Mac is a visionary leader compelled to make a difference for our clients and for the Start Group as customer attitudes towards brands continues to change - and we all better embrace opportunity within the experience economy."
Macdonald added: "I've been a huge admirer of Start for many years, since working alongside them to deliver the future of connected retail on a global scale for adidas, and I'm thrilled to be joining an exceptional team at such an exciting time for the business, and our industry."
Macdonald joins Start from Sid Lee in Amsterdam where he served as the agency's first President and Partner in Europe, leading the delivery of global experience programmes for brands such as Absolut Vodka, adidas, Red Bull, Microsoft, Carlsberg and Standard Life.
Defining experiences, defining brands
Start is 20 years young. From a founding idea to help brands develop solutions for the digital economy, Start has grown to represent a broad range of multi-skilled teams with cross-channel expertise that are focused on the growing experience economy. Start employs over 200 people across UK, Hong Kong, Shanghai, Dubai and Abu Dhabi.
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