FIGARODIGITAL.CO.UK


Laurence Parkes


 at Rufus Leonard


The Experience Principle


 experience agency Rufus Leonard, discusses the relationship between experience and design and says 


A brand is the sum of all the experiences you have with it,”


says Laurence Parkes, Chief Strategy  to make each of those experiences the best it can be. Increasingly our experience of brands is through their digital channels. That means you need to focus on your brand’s purpose and really bring it to life digitally.” Having launched in 1989, London- based agency Rufus Leonard haven’t just been witness to digital’s ascendancy. They’ve evolved alongside it. In 2014 the agency turned 25 – a good time, then, to think about how marketing has changed in that time.


Experience by design Founders Neil Svensen and Darrell Worthington came from a creative background at brand consultancy  greater agility in marketing communications, their idea was to create an agency that worked closely with brands so that their messaging  touch-points. (If you’re wondering  story – he doesn’t. Svensen and Worthington started planning the idea for the agency in a pub called The Red Lion which, via a mix of Latin and old French, translates into Rufus Leonard.)


In 1994 the agency launched BT’s Rufus Leonard


The Drill Hall, 57a Farringdon Road London EC1M 3JB


020 7404 4490 rufusleonard.com @rufusleonard  rufus-leonard


INDUSTRIES    


DIGITAL SECTORS     UX, Video


      site for Lloyds TSB. In 2001 the team       the automotive industry for Smart. That was followed by Royal Mail’s      responsive diagnosis site. More recently there’s been work for John Lewis Partnership, O2, The AA and British Gas. 


brand-led design thinking into digital,”     rebranding Lloyds Bank or building a platform for Stagecoach Group, the     the truth of the organisation is. That’s the starting point. Lots of agencies don’t really get ‘brand’ as a whole. It’s all about the campaign. And lots of agencies don’t get


66 annual sourc e guide 2016


WORDS: JON FORTGANG


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