psLIVE launches with offices across Europe

psLIVEhas launched today, uniting existing experiential businesses which were individually branded in seven markets. The ground-breaking new international agency will redefine the experiential space, exploiting the increasingly blurring lines between OOH and experiential. Built on a foundation of unique market insight, psLIVE’s holistic and integrated approach will place brand experience at the heart of wider media campaigns. Sophisticated consumer insight tools will be used to inform creative ideas while PR will be incorporated from the outset and ‘social listening’ employed throughout the process.

psLIVE, which is owned by Dentsu Aegis, launches this week with a network of offices in London, Milan, Brussels, Madrid, Paris, Copenhagen and Helsinki. The network has true international reach and already boasts an impressive portfolio of clients, including leading global brands such as Twentieth Century Fox, Canon, Sony, Adidas and Allianz.

In addition, the new agency will work in partnership with sister agency Posterscope to integrate live brand experience content seamlessly into wider bought media campaigns – creating a truly unique offer and is currently the only agency able to provide this service in one seamless delivery. A proprietary insight tool, OCS, will be used by psLIVE to inform campaign strategy and gain a deeper understanding of the behaviour of the out-of-home consumer.

psLIVE will build on the success of recent pioneering brand experience campaigns in the UK such as its work for Camelot, which saw emotional responses of scratch card customers captured live and integrated into the wider bought media campaign for Lottery Instant, or itsconsumer ‘test drive’ experience around the launch of Canon’s IXUS 510 camera in Westfield Shopping Centre, London, which saw participant’s photographs showcased in giant effect across the bought media campaign within minutes of the content being created.

Michael Brown, UK MD of psLIVE said: “There is a huge opportunity to re-invent the way brands are built through compelling brand experiences that happen in the physical world and are amplified in the digital space. We will take an entirely new approach to experiential campaigns. Our combined offer is unparalleled in the market and allows us to deliver an even more meaningful connection between our client’s brand and its consumers. By drawing on extensive research and consumer data, insight will be used to help us arrive at the creative solution. Experiential will be given a more central role in wider campaign development, and, as the Canon and Camelot cases show, will lead the OOH campaign in many cases. PR hooks will be built into the strategy from the start to deliver earned media and sold into media by our in-house team, and social media chatter will be monitored and tracked continuously, again using our own proprietary tools.”