WPP Group is merging PCI Fitch, the branding and events agency, and digital agency Clever Media to create global experiential marketing agency FitchLive. It is hoped the agency will boost revenue in the experiential advertising sector.
WPP says the move has been prompted by consumers’ evolving media habits, as they consume it in different ways, and the growth of new media.
FitchLive will be expanded across North America and the Middle East and will launch with clients including British Airways, BP, the COI, General Motors, HSBC, Microsoft, Nokia and Sony. The agency will work across events, film and digital.
PCI Fitch EMEA managing partner Peter Cowie (above right) will be responsible for business development as managing partner of FitchLive Worldwide. Paul Cowan, Clever Media managing director, will head the UK business as managing director of FitchLive London.
Cowie says: “WPP’s creation of FitchLive shows that experiential communication is a crucial sector. We want to be at the forefront of this exciting market, building a competitive, profitable and sustainable business.”
According to WPP, between 68% and 89% of clients are expected to spend more on experiential marketing this year than in the previous 12 months. More brands are using experiential techniques as they aim to encourage consumers to interact with the brand.