Uncommon first launched its CX practice in 2021 — making an instant impact from its inception, helping the studio win the global account for British Airways and IAG Loyalty’s integrated business, which includes the airlines famous Executive Club loyalty programme and Avios currency, as well as securing CX projects across brands such as Formula E, ITV, Landsec and B&Q.
To support the practice’s fast paced growth, Uncommon have hired creative talent Ez Blaine as creative founding partner of the CX team, joining Jonathan Goodman (founding partner, business), David Yates (founding partner, strategy) and Margaux Sloan (managing partner).
Ez’s career began originally as a designer, he then went on to have a successful reign as an Art Director, working across creative agencies such as Weiden+Kennedy, AKQA, and Jellyfish Pictures. In 2009, Ez made the move to the US to become a digital creative director at TBWA Chiat Day LA, leading CX projects for their roster of brands, including Gatorade, Nissan, and Grammys. He then went on to lead CX on the Nike Jordan business at AKQA SF, and the Beats by Dre work from R/GA L.A., before moving client-side.
Leaving creative agencies, Ez took the title of global digital creative director at SONOS and subsequently creative director at Apple, where he led ‘Today at Apple’, which provided experiences and creative sessions across every Apple store worldwide.
Ez returns to the UK to join Uncommon, coming from his latest role as ECD at ChowNow in Los Angeles, which powers branded online ordering systems for independent restaurants. Ez’s work shone a light on the ethics around this burgeoning category, providing transparent costs to help local restaurants thrive with its #OrderBetter initiative.
Ez Blaine, creative founding partner, Uncommon CX said: “I focus on making stuff that people love and want to share, so it feels like I’ve found the perfect new home. Uncommon have a fresh take on every brand they touch — making work that matters. When the opportunity came about to lead Creative in the CX team, it was something worth coming back to the UK to do. I’m looking forward to getting stuck in working with bold and brave brands that want to make a difference.”
Ez is also passionate about supporting young Black talent — helping launch and run the West Coast programme of ONE School — a free 16-week portfolio program for black creatives. The power of the program is to provide a lasting network of support and guidance to help a new generation of Black creatives excel in the industry. The school was originally launched by non-profit One Club for Creativity in 2020 with the curriculum led by, Spotify Creative Director, Oriel Davis-Lyons with other programs running in New York, Atlanta, and Chicago.
Nils Leonard, co-founder, Uncommon added: “Ez has an energy that really resonates with what we’re trying to build at Uncommon. His creative point of view and global experience is going to make a dent on the world of CX. We couldn’t be happier to welcome him back to London and Uncommon.”
Jonathan Goodman, founding partner, CX concluded: “Ez joining our leadership team, and bringing his outstanding creativity to the studio is a real moment for us. We cannot wait to see where it takes us.”