Interbrand Australia nabs Nathan Birch as new CEO to drive change and customer centricity

Interbrand Australia has lured expert strategist, thought leader and change agent Nathan Birch (left) to be its new CEO.

Birch joins the agency armed with more than 18 years’ experience across digital, innovation and customer strategies with a focus on customer centric, human-led principles for a wide range of brands.

He was previously head of innovation and transformation at Channel 9, and led digital strategy at Deloitte in Sydney.

Birch joins Interbrand at a time when competition for all brands and companies is intensifying.

Says Birch: “Every business is at an exciting crossroads; disruption, if not already happening, is inevitable.

“Now complex businesses challenges are not just being addressed by deeper data insight and analytical thinking, but more and more by creative thinkers and innovators – who are arguably more skilled at exploring what’s possible, finding inspiration from a broader range of stimuli for points of differentiation.

“The most successful companies in recent times have recognised that their brand experience, both for external customers and internal employees, is critical to the success of their business strategy and growth.

“It is a perfect time for smart businesses in Australia to leverage their brand experience to fuel innovation, differentiate themselves and to drive growth.”

Brand experience should be the central foundation of any business strategy or growth, Birch believes: “Don’t get that right then, despite best efforts, other pieces such as digital experience, customer experience and content strategy are at risk of being siloed, and providing a sub-optimal or fractured customer experience.”

Birch has always hugely admired the work Interbrand Australia has become famous for.

Adds Birch: “The way they’ve created sustained growth for many of Australia’s most admired and valuable companies through the implementation of bold, clear strategies and an unparalleled body of creative work – it is this alchemy of truly breakthrough thinking and breathtaking creativity that I am so drawn to.”

Interbrand Aust/NZ chairman Marty O’Halloran said Birch is the right person to lead Interbrand into its next period of growth.

Says O’Halloran: “Birch is an outstanding strategist and leader, and we were thrilled to appoint him after an extensive search.

“He’s passionate about both the exciting and confronting challenges that innovative technologies and rapidly changing customer expectations and behaviours are having on strategies for brands and businesses today.

“We’re excited to see him deliver real change.”