Arrivals & Departures: 99 expands its customer-led offer into brand experience

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AUCKLAND, Today: Retail specialist agency 99 has added two new creative strings to its bow to provide their customers a “new-breed” full-service model.

Danielle Barclay has joined as director of experience design to lead the brand experience offer, bringing together architecture and interiors with interactive technology in order to deliver a seamless experience to customers in physical spaces.

Previously MD of Designworks brand experience practice as well as leading retail interiors and experiential agencies in Australia, Barclay brings 15 years global experience in the field and will lead the offer as both a strategist and designer.

Craig McKay, has also joined as head of applied technology, with 10 years’ global interactive design experience. Over the past four years he has lead teams of developers and creative technologists delivering experiences around the world.


“We believe in the power to transform stores into extraordinary experiences by blending interior design with interactive technology.”

McKay specialises in connecting creative ideas with emerging technologies and works end-to-end from user-experience design through to delivery and interaction analysis.

The pair first worked together at DDB NZ in 2007 when Barclay established the agency’s first retail experience offer known as Retail Engine. They then went on to work for TRO, the UK’s largest experiential agency, launching it in Australia and working with bluechip clients including Google, Telstra, BMW and Samsung.

“Craig and I both believe in the power to transform retail stores into extraordinary experiences by blending interior design with interactive technology and it’s great to be working together again” Danielle Barclay said.

Managing director Troy Fuller said the agency is excited to be able to continue to translate customer insight into ideas that deliver great customer experiences across all key touchpoints.

“There is a significant shift in retail away from tell and sell to experience and connect and 99 understands this better than any other agency in New Zealand right now and is best placed to deliver great customer experience for our clients.”

Since joining 99, McKay & Barclay have been part of delivering a number of key projects including Spotify experience kiosks for Spark, Mazda Game Face AR experience as well as leading the design of instore experiences for the new Spark concept stores launching later this year.


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