Proximity London taps Dentsu's Ronnie Crosbie

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by Josh Hall

Proximity London has appointed Ronnie Crosbie as its new head of strategic planning.

Crosbie joins from Dentsu Aegis Network, where he was head of strategic planning, data, and insights for 360i.

He will lead Proximity's 21-strong planning team, and will report directly to chief strategy officer Adam Fulford.

Crosbie will be charged with leading the team's development of customer experiences. Proximity's current client roster includes Virgin, Specsavers, IKEA, and The Economist.

The company uses a data-led approach to customer experience, supported by what it calls its 'Connected Creativity' process.

It is part of Proximity Worldwide, a digital, data, and CRM network made up of 24 agencies.

Commenting on the appointment, Fulford said: “Ronnie makes the complex simple, understanding that the best customer experiences sit at the nexus of creative ideas and data. His wealth and breadth of expertise make him the perfect planning leader. We couldn’t be happier to welcome him to Proximity.”

Crosbie added: “Broad experience and unruly thinking are what I hope to bring to my new role at Proximity. The agency’s foundations lie in data-driven personalised experiences and it’s on this grounding that it’s built a reputation for creative excellence and effectiveness.

"Having previously focused on brand, social, digital and media, I wanted to turn my attention to the customer experience as the proof of the promise.”

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