Following the launch of its research and
prototyping lab, The Royals has added customer experience to its growing
arsenal of capabilities with the appointment of CX expert Mikaël
Perhirin to lead the independent agency's offering as Head of Customer
He will work with the agency partners and Head of Strategy Michaela
Futcher to integrate customer experience into The Royals' offering and
The Royals currently manage CRM for Sensis White Pages and Perhirin will
immediately begin working with existing Royals clients to strengthen
their customer experience.
The new division follows the recent
launch of The Royals' research and prototyping lab, Y2, in partnership
with Deakin University.
Says The Royals Managing Partner Andrew Siwka: "Customer experience has always been part of The Royals' thinking
and something we spend a lot of time addressing with our clients.
However, as it becomes an increasingly crucial part of marketing
communications we felt it was critical to formally integrate CX into our
expertise and offering.
"With a deep understanding of CX and
user experience mindsets, and a focus on brand transformation, Mikaël is
the perfect person to lead our efforts in this area. He also possesses
that all-important Royal quality of being a perpetually curious thinker,
which is a major plus for us and our clients."
Prior to BWM
Dentsu Group, Perhirin was Client Services Director at digital and
innovation agency Blast Radius in Paris, France, and before that Global
Account Director at Duke Razorfish. His client expertise spans brands
such as Converse, Levi's, McDonald's, M6 Mobile, Quit Victoria and
"What I love about The Royals is that they're constantly
improving and adapting to what clients need," Perhirin said. "It's an
agency that knows how to build strong, genuine relationships with its
clients, which is essential in executing customer experience and
creating transformative communications. They're also a nice bunch of
people and I'm seriously excited to be here."
The Royals are on the hunt for more recruits with a CX bent to join the growing team.