TX Launches Into Financial Sector with Senior Hire

London-based brand measurement specialist TransgressiveX (TX) has launched a new division serving the banking, financial services and insurance markets. The new team is headed by Sarajit Mitra, who previously worked at HSBC as Global Head of Marketing & Customer Experience.

Led by Sadek Wynberg Research founder Nadim Sadek, who also previously served as CEO of Millward Brown's Qualitative Network and Worldwide Commercial & Strategy Director of Research International, TX offers tools to measure a brand's powers of seduction and persuasion and provide a score showing its competitive power, strengths, weaknesses and opportunities. In January, the firm launched a proprietary tool called The Brand eXchange Power Survey, which analyses implicit (as opposed to rational) consumer response, to understand the impact of a brand at each point in consumer journeys.

Mitra (pictured) joined HSBC in 2005 as Global Marketing Research Manager, before moving in to the role of Global Head of Marketing & Client Experience. Since 2011, he has co-founded customer experience analytics firm CirroStra, HR analytics specialist Acumetric Analytics, and workflow company Allsop MyR+A. Earlier, he held senior roles at JWT India, JWT London, Prudential Insurance and Barclays Bank. In his new role, Mitra will lead a team of global financial services marketers.

Commenting on the launch of the new division, Sadek said: 'We can help challenger banks develop stronger propositions that offer clear differentiation, through communications that should be seducing and persuading habitually sceptical customers. The winners will have aspirational propositions like entrepreneurship, achieving social mobility, sustainable investments and by offering end to end services along the various life stages of both a venture and a life today.'

Web site: www.transgressivex.com .