In Australia, KPMG has appointed former Virgin Australia Chief Customer Officer Mark Hassell as a Partner, leading customer and brand transformation for its new Customer, Brand and Marketing advisory business.
The new business was launched in June, when the firm acquired Sydney-based agency Acuity Research and Insights. The following month it brought in former Google exec Lisa Bora to head up its Sales Transformation consulting team.
Hassell worked at British Airways and Qantas before joining Virgin where he was CCO for five years. His appointment brings the new team to 59 in Australia, including eight partners. As reported on www.mumbrella.com.au , the launch follows 'an industry-wide shift towards creative, customer-focussed thinking' among consultancy firms, with Accenture, PwC and Deloitte all buying and hiring for new ventures.
In KPMG's case, services now include customer and brand strategy, customer experience design, product and service transformation, sales, channel and marketing transformation, and customer research and insights.
Paul Howes, Partner in Charge of the new division, comments: 'Mark brings not just this understanding, but also years of experience at the coalface in all aspects of brand transformation, including crucially, how to implement and embed it to deliver on business objectives'. He adds: 'It's becoming increasingly fashionable for leaders to say that the customer is at the heart of their business, but for too many Australian organisations this clearly isn't true. As one of the key investment areas of the firm, KPMG is ambitious to grow our customer practice and respond to the demand we know exists today in Australia for customer advisory services'.