Adam&EveDDB’s Karen Boswell joins VMLY&R

WPP’s recently merged digital and creative agency, VMLY&R, has hired Karen Boswell as its first EMEA chief experience officer.

Boswell joins from creative agency Adam&EveDDB where she worked for four years, most recently as head of innovation. She has also served as global client lead at AKQA and founded tech start-up THEI.A Cognition – which is building a “neural network” that powers personalisation within immersive environments.

“I’m incredibly excited to be joining VMLY&R at this pivotal time,” she said.

“The agency is being set up to bring together the best of modern business thinking, innovative design services and relevant emerging technologies to deliver full connected brand experiences to client partners and their consumers.”

Boswell will report into Jeff Geheb, global chief experience officer, and work closely with Andrew Dimitriou, CEO EMEA, and the recently appointed CEO London, Justin Pahl.

Commenting on the appointment, Dimitriou said Boswell’s hire reflects the agency’s “commitment to invest in our CX capability” and to build out its customer experience centre of excellence in London.

“I could not think of anyone better suited to lead it,” he added. “And I can’t wait to see it translate into brilliant, creative and effective work for our clients.”

According to VMLY&R, EMEA is one of the agency’s fastest growing regions, with 35 new business wins in the last six months.