GfK Names Stanfield Leader of New BaCE Practice

GfK has launched its Brand and Customer Experience practice (BaCE) in the UK, and promoted Iain Stanfield to lead it.

The BaCE team uses a range of tools and techniques to evaluate traditional marketing communications alongside other touch points in the customer experience, in order to identify the drivers of influence.

Stanfield (pictured), who joined GfK in 2011, has more than twenty years' branding and customer management experience gained in both research and ad agencies including Ogilvy and Mather, Millward Brown, Research International and Nunwood.

GfK says its new team has been launched in response to a 'significant shift' within marketing and brand management, as customers are increasingly influenced by the experience brands offer, rather than just the actual product or service.

Stanfield comments: 'Consumers are increasingly judging brands on experience and for that reason we believe it's essential to evaluate all brand interactions including marketing communications and customer satisfaction jointly. Gaining insight into the overall brand and customer experience will enable clients to compete more efficiently through effective differentiation, and by offering a more compelling experience to strengthen their relationship with consumers.'

Web site: www.gfk.com .