CHE Proximity officially rebrands to CHEP Network, untangles integrated offering

Clemenger Group agency, CHE Proximity, has officially rebranded as CHEP Network, signaling a new chapter under the stewardship of Justin Hind.

This comes after Mumbrella reported the incoming rebrand on Friday, after it was rumoured the agency would be turning to its colloquial name ‘CHEP’.

The move is said to be “supporting the agency’s evolution” with the new positioning being built for “New Economy Creativity”, reimagining the business to deliver on that proposition by aligning the agency’s “11 distinct and specialist capabilities”.

CEO of CHEP Network, Justin Hind said: “The past two years have brought irreversible change to the way we work, shop, socialise, exercise and live life every day. That change has been a catalyst for us to reimagine our business around the new economy, and the development of a new agency model that will ensure creativity, media, technology, and data is at the heart of supporting our clients’ continued growth, no matter the challenge or channel.”

The untangling of the agency’s wide capabilities, as the largest one-stop-shop in the market, will provide “added ease” for its clients to engage individual aspects of its offering, or the “full strength of the agency” when required.

“Flexibility and accelerated responsiveness are fundamental to how our clients run their businesses in this era.,” said Hind. “The CHEP Network is designed to mirror the structure and pace of change our clients experience every day.”

Chief creative officer, Gavin McLeod, said: “A lot has changed recently, but what’s really happening is our values are changing. And, when what matters to people changes, society changes. A New Economy takes shape, full of consumers who expect companies to play a bigger role in helping solve the world’s problems. At CHEP we are inspired by this change and believe our purpose is to help ambitious brands become positive forces in the new economy”

“Our new model combines market-leading scale and capability, combined with the spirit of independence. More doors into the agency, more access to our leaders, more combinations of solutions to solve more brand and customer challenges. It’s a winning formula for our clients and the people who make our business what it is today,” continued Hind.

CHEP Network’s Hind and McLeod

The CHEP Network is comprised of: CHEP Media, CHEP Consulting, CHEP PR, CHEP Creative, CHEP Research, CHEP Social, CHEP Data & BI, CHEP Tech, CHEP Experience, CHEP Design, and CHEP Content.

This takes on a model similar to Bastion, following its rebranding from Bastion Collective last year.

McLeod added: “Whether it’s creating experiences that enable brands to be bigger positive forces in people’s lives, using creativity to enrich the technology we use in our daily lives for the good or to imagine new ways of doing business that positively impact the planet, New Economy Creativity will be at the heart of our business.”

Hind was appointed as CEO of the agency in December 2020 ahead of Chris Howatson’s departure to start up his own agency – Howatson + White – later rebranded to Howatson + Company after his founding partner left the agency.

The old CHEP logo

CHEP chief strategy officer and Sydney managing director, David Halter, was also revealed last month to be leaving the business to join Dentsu as chief strategy and growth officer. 


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