Edinburgh originated AmazeRealize is rebranding to Kin + Carta and has restructured, resulting in the consolidation of several of its agencies with the loss of some roles expected as a result. The agency claims the overhaul will help it better meet the digital transformation needs of clients.

The restructure will mean that after two decades, the  customer experience agency AmazeRealise will rebrand to Kin + Carta connect to form one of the group's three pillars. The Drum understands that a number of the roles within Edinburgh are now under consultation. The business has denied reports as many as 40 are under review, stating that the office would also continue to operate.

Richard Neish, chief of staff at AmazeRealise, will now head up Kin + Carta Connect as managing director. He said that the group was transforming because “clients want to be able to access an integrated suite of digital and consultancy services that evolve with their changing needs.

“Our vital part of that bigger picture is to combine data, market-leading platforms and experience design to turn customer relationships into enduring brand growth.

“Brands are in search of digital experiences that scale seamlessly across mobile, web, wearable, and voice, powered by data assets that are often under-utilised. Businesses increasingly demand long-term value across their customer experience and we believe this is the model that will deliver it.”

Former chief executive, Fiona Proudler is understood to have moved to digital agency Equator at the beginning of the year having resigned six months ago.

AmazeRealise counts Lexus, Lloyds Banking Group, English Football League, Expedia and Unilever as clients. Elsewhere, Solstice and TAB will be bundled into a newly launched Kin + Carta Create, which will sit alongside the third pillar Kin + Carta Advise.

Advise has been set up as a digital management consulting service. Create, meanwhile, builds the digital products and Connect is focused on data-driven connected customer experiences.

J Schwan will remain as chief executive and Charlie Wrench will also remain as chief connective officer with Chris Kutsor chief financial officer. Kelly Manthey will take on the role of chief executive Kin + Carta Americas; Tom Holt heads up Kin + Carta Advise Europe as chief exec. David Tuck and Stephen Wilson are now joint managing directors of Kin + Carta Create Europe.