Bond has launched BondX, which aims to bring the agency’s expertise in loyalty and customer experience into a new full service agency offering.

BondX is born out of the merger of Bond’s exisiting internal agency and Drumroll, a brand experience shop acquired by Bond in 2021.

BondX will be led by Kirk Drummond, ex-CEO of Drumroll and present EVP and chief creative officer at Bond, and will have a team of 120.

“What drives someone to become a loyal customer, and what drives someone to become a brand advocate and lover, are unique but deeply connected,” Drummond says. “Brands that effectively address both needs can unlock a more impactful and long-lasting connection.

The unveiling of BondX represents the continued expansion of Bond (best known for its consulting and research in the loyalty space), further enhancing its ability to provide clients with a wide spectrum of fully integrated solutions.

“BondX, combined with Bond’s unmatched customer analytics and insights, allows us to offer clients end-to-end strategy and capabilities that assure tailored yet aligned engagement and expression across all channels and all touchpoints,” says Bob Macdonald, CEO of Bond.

In January, Bond announced it launched a new platform, Synapze XI, a personalization intelligence platform that works alongside platforms like Snowflake and Databricks to help retailers grow their customer connections.