CX and Creative Transformation

Customer Experience (CX) is critical to successful brand building today. CX and experience design expand the reach of creativity to create business value. So, the 4As is partnering with VML to create an industry body to advance the disciplines and business of experience design.

  • We are building a senior council of the most accomplished and influential leaders in customer experience design, strategy and analytics, with varied backgrounds, roles and titles, to help marketers and agencies successfully transition into the experience era.
  • The CX council will share research and knowledge for the advancement of customer experience business, practice and talent.
  • In addition to agency CX leaders, membership will be open to leaders and professionals from brands, consultancies, research and academic organizations.
  • The CX Council is seeking sponsors/partners for thought leadership development.

The digital transformation of business, marketing and everyday life has changed the way people and companies interact and communicate, profoundly and forever.

This transformation also signals an evolution of business creativity. An evolution that combines both human and digital intelligence to open up new opportunities for living relationships across more moments of people’s lives. And to further growth and company health.

Beliefs

  • Customer Experience design across all interaction and communications contexts is an essential capability for building great brands and successful businesses.
  • That the Customer Experience Age requires a holistic re-evaluation of the functions and organization of the business enterprise.
  • That empathy and holistic creativity are critical keys to winning in CX.
  • That CX involves companies, employees, customers and society as stakeholders in brand success.
  • That marketing strategies and creativity are converging with the experience design disciplines to help brands grow, responsibly and sustainably.
  • In sum, CX activates all aspects of the organization, technology, operations, messaging, strategy, communications along the entire customer journey and people’s needs.

Mission

  1. Develop and democratize compelling thought leadership and useful knowledge about customer experience design for members and the industry.
  2. Identify and codify principles, practices and profit models necessary for success.
  3. Define pathways for talent development, career development and organizational evolution.

Council Members

The CX Council is comprised of senior CX executives at member agencies, with varied backgrounds, roles, titles, to share and contribute research and knowledge for the advancement of customer experience business, practice and talent in the new era of brand building.

CX Council Webinar Series

Dive deep into the untapped potential of CX for advertising agencies. In today’s competitive landscape, CX is no longer optional—it’s a critical driver of brand loyalty, growth, and business results. Discover how great CX can unlock deeper client relationships, fuel business growth, and position your agency at the forefront of the evolving marketing landscape. Led by members of the 4As CX Council.

Why You Should Care About CX webinar

Learn more about the 4As CX Council and our activities.

For more information, contact Jeremy Lockhorn at [email protected], or Eric Rickert at [email protected].