Former leaders of VMLY&R ANZ, including regional CEO Aden Hepburn, have launched a new brand experience and innovation (BX) company.

Akcelo has been created to "build brands for the experience era" by bridging the disconnect between a brand’s DNA and the experience a consumer has when they engage with it across an ecosystem of touchpoints.

The agency is focusing on injecting brand and creativity into customer experiences (CX) for CMOs

The fully independent company has been appointed by the Lion Australia marketing team across its portfolio of beer brands including Furphy, Guinness, XXXX and James Squire, following a competitive pitch.

Akcelo will deliver brand experiences for Lion with a remit spanning across creative, digital, social, content, CRM, technology and data.

“CMO’s and business leaders are looking for partners that are customer obsessed, technically-savvy and also able to deliver creative differentiation," Hepburn says.

"We started Akcelo to bring experience, emotion, creativity and technology together so the brand experience (BX) is memorable across the entire customer journey.”