Imagination recruits duo to bolster UK strategy team

Global experience design agency Imagination has made a double appointment to its senior strategy team as the company steps up its ambition to be a world leader in the “experience economy”.

Sara Parrish (pictured left) and Louise Odquier (right) join as strategy directors in the UK, to build on the business’ offering, with Parrish spearheading the expansion of its consulting offer in London and Odquier taking the lead on Imagination’s suite of luxury clients, including JLR and Rolls Royce. Both roles are effective immediately, reporting to global chief strategy officer Tom Gray.

Parrish has extensive experience in strategy, experience design, and consulting, having previously served as global CX strategy director at Clear M&C Saatchi and lead experience consultant at Krow Group.

Her previous work includes award-winning projects for top brands, including Ikea, Bacardi, Barclays, and Toyota
Parrish’s role will be to help lead and build on Imagination’s consultancy offer in London, working with brands, rights holders, investors and nations to unlock the value of the experience economy.

Imagination’s consultancy offer covers advisory, proposition design, business model innovation, customer experience blueprints and investment cases across all aspects of the experience economy – including entertainment, sports, arts and culture, hospitality and tourism, museums, major festivals and destination master planning. Clients include the likes of Pernod Ricard, Major League Baseball, Robb Report, and ABInbev.

Parrish’s remit will span retail; customer experience and loyalty; brand and visitor attractions; and destinations, leading a team of strategists, researchers, and experience designers.

Odquier will bring her extensive knowledge of the luxury market to help shape the future of some of the world’s leading brands, across the full spectrum of Imagination’s Destinations, Live and Content offers.

She has 15 years’ experience across luxury, entertainment, technology and automotive for global brands such as BMW, LVMH, Diageo, Disney, Samsung and Google.

Odquier’s previous roles include luxury lifestyle group Quintessentially as well as social-first creative agencies Laundry Service, 20ten and Catch Digital.

Tom Gray said: “Sara and Louise both bring extensive experience in CX strategy, coupled with their track records of delivering exceptional work for global brands. Both Sara and Louise’s ethos aligns with our ambition to be a world leader in strategy and design.

“We’re excited to have them both on board to help shape our consultancy in London and beyond, and I’m looking forward to working together.”