CHE Proximity has launched a new practice, CHEP Mixed Reality. Spearheaded by Charlotte Bruton, the plan is to harness CHEP’s advanced engineering team currently organised across commerce cloud, marketing cloud, ad cloud and data cloud teams.

Bruton is a Frost Collective alumnus and recent McCann national digital and innovation director. As head of mixed reality she’ll focus on integrating premium augmented reality experiences into  CHEP’s work as the technology hits mainstream penetration thanks to the latest Samsung and Apple devices.

Mark Gretton, CHE Proximity’s Chief Technology Officer said, “At CHE Proximity we’ve built up a team of over 120 technical practitioners across our Melbourne, Sydney and Brisbane locations and we’re constantly looking to bring in new skills that help our clients grow and transform their customer experiences. It’s incredibly exciting to welcome Charlotte who can focus solely on value creation in this space.”

Charlotte Bruton added, “Too often AR and VR branded experiences deliver exciting and entertaining but short-lived brand engagement. In leading the Mixed Reality practice we’ll be valuing experience and content innovation over the gimmicks of the technology, ensuring our work is long-lasting and meaningful in driving customer behaviour”.

Bruton will also be responsible for deepening relationships and upskilling clients in MR with partners such as Amazon and Google through a series of workshops and co-working sessions.