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Hires, Wins & Business

CHE Proximity Chases AR With New Mixed Reality Practice

The new offering will leverage CHEP’s existing advanced engineering team currently organised across commerce cloud, marketing cloud, ad cloud and data cloud teams

CHE Proximity Chases AR With New Mixed Reality Practice

CHE Proximity has today announced the launch of a new practice, CHEP Mixed Reality, which will be spearheaded by Charlotte Bruton.

Charlotte (left) is a Frost Collective alumnus and recent McCann national digital and innovation director. In her role as head of mixed reality she’ll focus on integrating premium augmented reality experiences into CHEP’s work as the technology hits mainstream penetration thanks to the latest Samsung and Apple devices.

It is predicted there will be over 1 billion AR and VR users by 2020. Virtual Reality already plays a key role in education and is cited to be a $400+ million industry by the end of 2020. Researchers at Sydney University have found that VR headsets are the most stimulating method of learning due to the construct of the human brain which remembers 10% of what it reads, 20% of what it hears, and 90% of what it does or simulates.

Mark Gretton (right), chief technology officer, CHE Proximity, says: “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.”

Charlotte adds: “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”.

Charlotte will also be responsible for deepening relationships and up-skilling clients in MR with partners such as Amazon and Google through a series of workshops and co-working sessions.

CHEP’s mixed reality practice will target multiple verticals including health and pharma, finance and education as part of its first-year growth plan. The experience offers individuals the opportunity to explore and interact with digital models and information in completely new ways, transforming the way we can communicate ideas and interact with products.

On the announcement of the new division, CHE Proximity CEO, Chris Howatson, says the new venture reflects the approaching tipping point of mixed reality becoming useful in mainstream applications. “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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