How do these two things live together at the agency level?
Experience design is about solving a problem. Its about how you get to the real problem. And what you use to solve it. This distinguishes UX design and CX strategy. The problem and the solve.
When designing for a product, you go deep. You have access to all the user data. You control the testing scenarios and drive the design decisions. The hardest part here is stepping back from the product and remembering the big picture business goals.
With brands, experience is broad. You stay wide. At this scale, collaboration across the agency is key. There is a much larger journey with multiple touchpoints - tech, print and experiential. Partnering with strategists & planners to understand the target and their behaviors, you are deciding what technologies make sense and how to guide the creative execution with the design teams.
Its in understanding these differences that you are able to build out omnichannel frameworks with the flexibility to support UX product level design decisions as well as the breadth of communication a CX strategy needs to solve for holistic communications across all channels