BENEDICT IRELAND

UNLIMITED is the largest independently owned agency group in the UK . The award winning group serves B2B and B2C and includes Nelson Bostock , Fever , TMW , Splendid !, Wal | Nut , Sport Unlimited and Health Unlimited .

» I ' m Benedict Ireland , Chief Experience Officer for Unlimited Group across the four divisions of Marketing , Communications , Data Insights and Digital Experience . My responsibilities , broadly speaking , is to ensure that anything we do is in accordance with the best experience we can deliver for the brand . I work cross-divisionally to ensure excellence of experience , consistency and appropriateness .

» It ’ s really a different set of skill sets that you need in order to define those experiences for a website or an app , because you need to conjoin them from a brand perspective so the interaction is consistent . A holistic role . I ' ve got to tell our agencies and our CEO what we are going to be doing and why and for which clients , and then we ' ve got to explain that to the client themselves as well . It ' s about creating that kind of single coherent relationship between all aspects of the business , so they work in the most efficient way for both the business and the customer . We provide value by understanding the KPIs and metrics that the business

“ IT IS NEVER THE SAME CHALLENGE TWICE ”