The Works’ Adam Donnelley appointed RXP strategy boss in brand overhaul

The Works’ Adam Donnelley has been appointed chief strategy officer of RXP Group ahead of the ASX listed company’s launch of its Making Happier Humans brand positioning.

Donnelley, was previously DDB Group’s managing director before he joined The Works in 2016, ahead fof the agency being acquired by RXP in September last year.

Making Happier Humans from RXP Group on Vimeo.

The new RXP Group ‘Making Happier Humans’ repositioning shows how the company promises to reduce the complexity faced by businesses undergoing digital transformation and wanting to deliver effective customer experiences.

Donnelley, also president of the Australian chapter of International Advertising Association, said about the positioning: “Making Happier Humans deliberately sets the bar high, creating a culture where we must deliver meaningful engagements for clients and their customers.

“Today brand expression must match brand experience and RXP Group are uniquely placed to do this, fusing creativity, design and technology to deliver value at scale and speed.”

Earlier this year, the group reported its earnings before interest, tax, depreciation and amortisation (EBITDA) had fallen 29% for the 2018 financial year.

The consultancy attributed the fall to a decline in traditional consulting revenue, mainly due to the loss of two clients. At the time CEO Ross Fielding flagged the company would be undertaking a repositioning to take advantage of its digital strengths.

Fielding said about the new branding: “It’s critical that digital consultancies focus on the people aspect of technology-enabled solutions. Making Happier Humans is our commitment to always prioritising people over technology in our delivery of meaningful signature experiences.”

Additionally, RXP has appointed Charles Agee, formerly of Telstra and IBM, to the role of group executive, southern region, driving the new positioning across Victoria and Tasmania.

Fielding added: “The appointment of Adam and Charles has strengthened the leadership within the RXP Group and, along with the Making Happier Humans positioning, is already driving new business wins including The Smith Family and Madi Homes in NSW, and the Department of Health & Human Services in Victoria to name a few. There are exciting times ahead for us.”


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