CHE Proximity launches augmented reality arm, led by Charlotte Bruton

CHE Proximity has added a new augmented (AR) and virtual reality (VR) arm to the business, CHEP Mixed Reality.

Mixed Reality will be led by Charlotte Bruton, who has joined CHE Proximity from McCann in Sydney where she was the national digital and innovation director.

New head of CHEP Mixed Reality Charlotte Bruton with chief technology officer Mark Gretton

Previously, Bruton was an executive producer at Frost Collective.

Mixed Reality will leverage CHE Proximity’s engineering team which currently covers commerce cloud, marketing cloud, ad cloud and data cloud teams. In her new role, Bruton will be integrating augmented reality experiences into the agency’s work. She will also be partnering with Amazon and Google to run workshops up-skilling clients on Mixed Reality.

Mark Gretton, CHE Proximity’s chief technology officer, explained: “At CHE Proximity we’ve built up a team of over 120 technical practitioners across our Melbourne, Sydney and Brisbane locations and we’re constantly looking to bring in new skills that help our clients grow and transform their customer experiences. It’s incredibly exciting to welcome Charlotte who can focus solely on value creation in this space.”

Bruton said the ambition for Mix Reality is to come up with brand experiences that deliver long-term customer engagement.

“Too often AR and VR branded experiences deliver exciting and entertaining but short-lived brand engagement. In leading the Mixed Reality practice we’ll be valuing experience and content innovation over the gimmicks of the technology, ensuring our work is long-lasting and meaningful in driving customer behaviour. I’m excited to be joining CHEP and launching a practice that’ll further enhance their Connected Creativity design approach,” Bruton said.

CHE Proximity CEO, Chris Howatson, commented on the launch: “We know immersive technologies are already transforming how companies interact with their customers. Augmented reality in particular will fast feature in our everyday, and we’re prepared to ready our clients for that change.”


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