Proximity London has created the new role of chief strategy officer, appointing Mindshare managing partner Adam Fulford to head up a 70-strong team covering strategy, data, user experience and marketing transformation.
Reporting directly into chief executive Gabrielle Ludzker, Fulford will work across the agency’s client base, which includes Virgin Atlantic, Specsavers, The Economist, John Lewis and Ikea, and will also support new business activity.
As managing partner at Mindshare, Fulford was responsible for redefining the agency’s proposition and driving growth, culminating in new business wins including Apple, Dollar Shave Club and Deliveroo.
He also spearheaded several campaigns, which took his clients in new directions, such as developing content platforms for M&S and the Love Island Partnership for Superdrug.
Fulford has worked client-side at Reader’s Digest and Halifax loans division Cetelem, as well as across all key agency sectors including digital, CRM, branding, experience design and media.
Prior to Mindshare, Fulford was the chief strategy officer at Rufus Leonard, head of planning at Grand Union, and group planning and intelligence director at TMW.
Ludzker said: “Adam has rigorously travelled through our industry. From client-side to digital, CRM, branding, experience design and media, he’s done it all, making him a truly unique find. He is perfectly placed to harness the collective genius of the agency at a time when we are pushing boundaries in customer experience.
“Adam is a natural alchemist and is exactly what we need as we continue to grow and develop our proposition in the data-led creative space. We searched far and wide to ensure we found the right person and Adam has landed with us at the perfect time. The stars have aligned and we’re absolutely delighted.”
Fulford adds: “I’m honoured to be joining Proximity at a time when its reputation for creativity and breadth of skills could not be more relevant in the industry. Truly brand-defining experiences today do more with less, connecting data to experience, strategy to creativity, and business to customer across platforms and lifetimes. Proximity’s ability to join these dots, simply and easily, places them at the vanguard of advertising’s new age.”
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