Weber Shandwick introduces “The X Practice” – a new agency model to drive innovation

Weber Shandwick, one of the world’s leading global communications and marketing services firms, announced the formation of “The X Practice”, integrating the firm’s global innovation and technology-focused capabilities into a connected, client-centric service model. 

As a centralized hub of specialized expertise, The X Practice will support client engagements of all types – across industry sectors and global markets – to bring solutions-oriented ideas to unprecedented client challenges. 

“The challenges our clients face are more complex and increasingly depend on our ability to tap into the specialized, often technical expertise needed to address new problems,” said Gail Heimann, president, Weber Shandwick. “By aggregating our technical competencies with The X Practice, our clients across sectors can more easily leverage our chops in technology, data intelligence, and innovation to bring the kinds of solutions needed today.”

The X Practice is powered by hundreds of specialists around the world with deep expertise in the technology sector, data sciences, digital strategy, and media R&D. 

The practice will also leverage the cadre of specialist firms Weber Shandwick has added to its global roster in recent years – including mobile agency Flipside, digital creative agency Cappuccino, social creative agency ThatLot, data intelligence firm Bomoda and digital & performance marketing firm Resolute Digital.

Weber Shandwick Chief Digital Officer Chris Perry will oversee The X Practice globally in collaboration with a newly formed leadership team. Hugh Baillie, who currently serves as head of client experience in EMEA, will become president, The X Practice, EMEA & APAC.

“Every organization today is grappling in some way with how to keep pace with changes in technology, customer expectations, social behaviors and media habits,” Perry said. 

“Whether it’s building social programs that drive sales or developing new AI-driven platforms to manage customer inquiries, we’ve been helping our clients understand and employ new methods of engagement in today’s business landscape. Our intent is to continue to expand the range of solutions we can offer and do it at a global scale that few other agencies can offer,” Perry added.

Weber Shandwick Philippines President Diana Lesaca underlined the advantage that local clients gain from The X Practice. 

“As brands continue to experience technological disruptions in communication, our network’s innovative capabilities allow us to provide wide opportunities for our clients to take part in global conversations when and where needed. These are exciting times for us, and we can’t wait to share solutions that The X Practice can give to our clients,” Diana said.

Topics: Weber Shandwick , “The X Practice” , Chris Perry , President Diana Lesaca
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