Theobald Fox announces experiential arm
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Theobald Fox – the full service creative agency for brands like Cadbury, Gucci, ITV and W Hotels – has announced the official opening of its event and experiential arm. The new operation will be headed by Adrian Ambrose, a veteran event director and producer who helmed the Buckingham Palace and arrival ceremonies during the 2012 LOCOG Olympic Torch Relay.
During the early days of experiential, Ambrose founded his own agency, Plug, to meet the demands of FMCG and youth brands. He has since used this expertise to produce campaigns and events for some of the world’s most prestigious brands.
The agency’s founder, George Smart, decided to launch a fully-fledged event and experiential department after finding Theobald Fox was increasingly using such strategies to meet clients’ marketing objectives. The agency’s recent event and experiential activity includes devising and delivering the Verbier-themed takeover of the W London Hotel in Leicester Square, design directing ITV Studios’ MIPTV showcase in Cannes and providing total event production services for the Soho House group.
Theobald Fox’s founder, George Smart, said: “After the well-received experiential campaign we developed for W Hotels’ Verbier launch, it felt like a natural business progression to bring such services in-house. By incorporating events and experiential into the agency’s continually diversifying offering, we now have an enhanced opportunity to take our core creative ideas back to clients’ consumers in a way that allows them to see, feel and use brands – powerful dynamics in shaping and informing purchasing choice and brand loyalty.
“Theobald Fox strongly believes in an idea-centric and channel-neutral approach to marketing. We deliver the most appropriate and effective activations; be they print, film, digital or events. Although we decide on the execution only after the creative idea has been fully developed, having an event and experiential offering in-house gives us even more options to identify the campaign’s most effective mediums.”
