The Core Agency has added additional senior skills to its business with the launch of an upstream customer experience (CX) offering, which is being led by former chief marketing officer Rob Kain.

The Sydney-based independent creative agency is investing in CX and digital specialists to meet the increasing demand from clients that require greater strategic insight into the customer journey. The agency has created a bespoke end-to-end approach designed to unearth and unlock greater customer value and loyalty.

A CRM, loyalty and brand specialist, Kain joins The Core Agency after spending the past nine years in senior marketing roles, most recently as chief marketing officer for the Anytime Fitness Group.

Prior to that, he was general manager of marketing for Super Retail Group’s Rebel and Amart businesses, where he worked on their re-brands and developed omni-channel marketing strategies for both.

Kain was also previously the was general manager of marketing, CRM and insight at the Specialty Fashion, Group looking after the Millers, Katie’s and Autograph brands. He has also held management roles in the UK, using CX to drive results for brands such as Citibank and British Airways Diner’s Club.

Jane Callister, managing director at The Core Agency, said: “There is far too much waffle and buzzword bingo in the CX space, so when we met Rob and heard his straightforward customer-first approach, it was a breath of fresh air. He has a proven track record of creating customer strategies and programs that deliver results.

“His skills live at the intersection of brands, platforms and of course the customer. He is a natural fit with our agency promise that ‘a core idea can take a brand anywhere’.”

Commenting on his appointment, Kain said: “Creating an emotional connection with your customers across multiple channels has never been more important. Customer loyalty can be fickle, and people expect brands to engage with them – if they don’t, someone else will.

“With the imminent launch of Amazon in Australia, this has never been more important for many companies.

“Extending a brand’s core idea through CX is a natural extension of how The Core Agency already works with its clients. Effective CX supports brands by building strong and enduring emotional connections with customers, and I’m delighted to be working with The Core Agency on delivering this for our clients.”