Former VMLY&R ANZ leaders, including regional Co-CEO Aden Hepburn, have established their own brand experience agency, Akcelo. Other two members on the leadership team of this newly formed agency are Dave Di Veroli and Miles Scott.
Akcelo, meaning acceleration in Esperanto, has been established to build brands for the era of experience. The newly launched company aims to deliver a suite of services across customer experience, technology and creativity. The company has already worked with major international and local brands. It also has a talented team of experienced employees working across design, technology, strategy, mobility, UX and CX.
The founders of Akcelo – A brand experience company
In 2012, Hepburn launched VML, WPP’s digital agency in Australia and strategically built it to be an award-winning company. This company was recognized for its transformative work for leading brands such as Netflix, McDonald’s and Google. After the merger of WPP’s Y&R and VLM two years ago, Hepburn was appointed as the CEO of VMLY&R Australia & New Zealand. He left the company mid-year in 2019 to form Akcelo.
Veroli was the Regional Head of Strategy and Innovation and Scott was the Managing Partner Sydney Office at VMLY&R. Veroli is also a lecturer on brand experience at the Miami Ad School.
Hepburn says business leaders are constantly looking for partners that are customer-obsessed, tech-savvy and able to deliver creative differentiation. He adds that Akcelo can bring experience, creativity, emotion and technology together so the ‘BX’, as in brand experience, is memorable across the complete customer journey.
Akcelo on working with beverage company Lion
Australian beverage and food company Lion’s marketing team has appointed Akcelo to work towards the brand experience of its beverage brand portfolio including Guinness, Furphy, James Squire and XXXX. The brand experience agency will work and deliver on Lion’s creative, social, digital, CRM, content, data and technology functions.
Consumer Connections Director at Lion, Clair Williams says the company is excited to work with Akcelo across functions as its foundation client. The two have already worked together on the successful launch of Furphy Fridays and they’re looking forward to doing the same across the entire portfolio. Akcelo had organized a virtual night at the pub hosted by Matt Okine (comedian) and Aaron Finch (Australian cricket team captain) for the same.
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