Chris Perry
Chris Perry

Weber Shandwick is bringing together its technology, data sciences, digital innovation and media R&D capabilities with the launch of The X Practice.

The agency says that The X Practice’s mission is to support client engagements of all types, across industry sectors and global markets. According to Weber Shandwick chief digital officer Chris Perry, who will be heading up The X Practice, the new entity “has already led to a range of new services developed on behalf of clients — encompassing new analytics platforms, digital commerce, lead gen models, and media forensics that guide media buying decisions, stakeholder engagement, and more.”

Joining Perry on The X Practice executive team are WS current head of client experience in EMEA Hugh Baillie, who will be president, The X Practice, EMEA & APAC; Adam Wall, EVP, digital operations & client services for North America, who will become president, The X Practice, Americas; Lydia Lee, head of technology in APAC, and Wayne Hickey, EVP and senior technology strategist for North America, who will serve as global co-heads of technology for the new division; and Patrick Chaupham, EVP, business integration, who will take on the role of EVP, corporate development for The X Practice.

The practice will also tap into the capabilities of several specialist firms that are part of Weber Shandwick’s global roster—including mobile agency Flipside, digital creative agency Cappuccino, social creative agency That Lot, data intelligence firm Bomoda and digital & performance marketing firm Resolute Digital.

“Every organization today is grappling in some way with how to keep pace with changes in technology, customer expectations, social behaviors and media habits,” Perry said. “Our intent is to continue to expand the range of solutions we can offer and do it at a global scale.”