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Qualtrics Enlists Help of Chief Apology Officer to Highlight Divide between Brands Saying Sorry and Taking Real Action

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Hilarious campaign from TBWA\Chiat\Day New York and O Positive helps managers to stop saying sorry and instead take action to actually fix broken experiences for customers and employees

Qualtrics Enlists Help of Chief Apology Officer to Highlight Divide between Brands Saying Sorry and Taking Real Action

Too often leaders spend too much time apologising for bad experiences that could easily be fixed or prevented by simply listening and then doing something with the information. 

The new humorous campaign from Qualtrics, created in partnership with creative agency TBWA\Chiat\Day NY and O Positive Films, stars Martin Jones, a self-confessed empathy evangelist. Martin thinks saying sorry will revolutionise the way people do business. 

With this campaign, Qualtrics is showing broken experiences don’t have to stay well… broken. By using simple feedback resources, like the Qualtrics XM Platform, companies can gain the insights they need to find and fix experience gaps –– the difference between what businesses believe is happening and what is actually happening.  

Qualtrics CMO Kylan Lundeen notes: “People are not robots. We are human. And our customers are humans—ones who think and feel and align their experiences with their emotions. Our goal is to develop campaigns humans can connect with and relate to. This campaign illustrates the need for human connection—for leaders to stop apologising, and start taking action to create incredible experiences.” 

TBWA\Chiat\Day NY executive creative director Walt Connelly continues: “Companies are now on multiple platforms beyond traditional bricks and mortar, and with that comes new experience issues for customers, suppliers, and employees. Many companies ignore these problems or invent a new employee title so someone else can deal with it. We found a lot of humour in the number of C-suite titles so we created the Chief Apology Officer. Why fix a customer experience problem when you can hire a CAO to apologise for them?" 

Paid media plan includes a integration, audio digital buys with Spotify and Pandora as well as a number of online placements.

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Client: Qualtrics

Head of Marketing: Kylan Lundeen

Director of Category & Brand Lab, ECD: John Johnson

Copywriter, Creative Lead: Jared Davis


Agency: TBWA\Chiat\Day New York

CCO: Chris Beresford-Hill

ECDs: Walt Connelly, Al Merry

ACDs: Ashley Veltre, Holden Rasche

HOP: John Doris

EP: Chris Klein

Sr Producer: Alise Bellina

Head of Business Affairs: Jen Bilyk, Thalia Tsouros

Talent Manager: Jewel Chandler

Executive Strategy Director, Business Lead: Samantha Cescau

Business Director: Amy Krieg

Communications: Asheden Hill

President: Nancy Reyes

CSO: James Sowden

CEO: Rob Schwartz


Production: O Positive Films

Director: David Shane

EP: Ralph Laucella

Line Producer: Jason Reda

DP: Berenice Eveno


Editorial: Mackenzie Cutler

Editor: Gavin Cutler

EP: Gina Pagano

Asst Editor: Franklin Ponce


Post/VFX: The Mill

Colorist: Mikey Rossiter

EP: Rochelle Brown


Audio: Wave Studios NY

MIxer: Chris Afzal, Andrew Gaultieri

EP: Vicky Ferraro

Producer: Eleni Giannopoulos

TBWA\Chiat\Day, Mon, 29 Mar 2021 15:01:13 GMT