Royals recruits CX expert Mikaël Perhirin to head up newly created customer experience division

Mikaël Perhirin b&w.jpgFollowing 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 Experience.

Perhirin joins the agency this week from his previous role as Head of Digital & Customer Experience at BWM Dentsu Group. He will work with the agency partners and Head of Strategy Michaela Futcher to integrate customer experience into The Royals' offering and strategy process.
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 Kmart.

"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.

5 Comments

Moulinex said:

The French. So hot right now.

Escarot said:

Magnifique!

BWM | Dentsu said:

Ha.

B said:

GO MICK!!!!

BWM Dentsu Evacuation said:

It has begun.

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