The World’s

Accelerating business growth through customer experience innovation

Part of WPP


Our lives are defined by experiences and today people are as demanding of an experience as they are of a purchase. The businesses that have responded to this shift in expectation are flourishing more than ever.

Group XP is a unique consulting model formed through the partnership between Superunion, FITCH, SET and SET Live.
We believe that great customer experience is the key driver of business growth.

Together, we are over 1000 strategic and creative thinkers located across 40 studios worldwide. By connecting diverse perspectives and skills in our network, we bring a holistic view of experience to create transformative interactions between brands and people.


‘OK’ is no longer OK. We help clients to challenge marketing conventions and increase financial returns by designing unique customer experiences. We uncover the important moments in customer journeys and unlock new opportunities to improve business performance.

We audit your business, category and the wider ecosystem. We then explore new behaviours, technologies and business models to discover the moments in your customer journey that truly matter. We combine a human-centred approach with data-driven insights to envision the future experience of your brand. Our activities:

/ Customer profiling & co-creation
/ Experience scenarios mapping
/ Growth opportunities analysis

We join the dots between channels and interactions to activate the high value opportunities for your business. Here we develop a roadmap to drive change across functions and markets.Our activities:

/ Customer experience architecture
/ Key interactions improvement
/ New interactions design & integration

Future-proofing your business demands constant evolution. By integrating emerging technologies and continuous measurement, we create new products, services and platforms that will keep your brand at the forefront of customer experience excellence.Our activities:

/ Experience forecasting
/ Partnerships & M&A strategy
/ Ventures development


A first-of-its-kind report, the Group XP Experience Index leverages data from BrandZ – the world’s largest brand equity database – to evaluate brands according to the strength of their customer experience.

The report ranks the Top 30 Global Experience Brands against four specific components that seek to activate what has been called the most important marketing metric going forward: Share of Experience.


RT @FITCHdesign: Congratulations to our client Swire Properties for being shortlisted in "Best App - Targeted Demographic" at the Mob-Ex Aw…
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RT @SuperunionHQ: We tried to write a short list of all the women who inspire us. We couldn't, so here's the long list:
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The future of shopping is not retail, it's service. @timghalgh on the experience driving a revolution in shopper be…
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3 Columbus Circle, New York, NY 10019

General enquiries:

New business:

+1 212.336.3265

Group XP is comprised of four of the industry’s leading branding and design agencies. Our expertise spreads from brand strategy, identity and internal engagement to retail design, interactive activations, architecture and live events.