The Bedfordshire-based agency, which specialises in live brand experiences, dealer marketing and event support for the automotive sector, attributed the increase to integrating media partnerships and experiential, with retailer campaigns as a core part of its clients’ strategies. The agency has worked for automotive brands Hyundai, Volvo, Renault, Rolls Royce, KIA and Dacia and was more recently awarded the Nissan Dealer Events contract through a three month, six-way tender process.
Gianni Mason, managing director, Fusion Events said: “2016 marked the 5th year of an aggressive growth plan that we set ourselves back in 2011. The renewal of a three-year contract within the multi-brand Renault Groupe, coupled with growth within Hyundai and KIA as well as the successful appointment of the Nissan Dealer Events contract in 2016 contributed towards a staggering 62% growth in the past two years.”
“We are delighted with the Nissan account win and look forward to delivering future live events for Nissan Motor GB Limited, the central hub for all sales, marketing and distribution activities for Nissan passenger cars, light commercial vehicles and services throughout the UK, as well as direct responsibility for brand reputation.
“The Nissan dealer marketing & events programme will be our fourth on behalf of different vehicle manufacturers. National experiential activity for Nissan in 2016 saw the activation of the Olympic Games at CarFest North & South, as well as the launch of Inside Line at fleet events throughout the year. Our team also more than doubled the volume of Nissan dealer events within a six month period, increasing network utilisation and engagement by 68%. 2017 also kicked off to a fast start, launching the All-New Micra at more than 350 events across the UK.
“Our focus for the next 18 months is to sustain our current level of experiential and retailer events activity, consolidating new processes, teams and settling in to our new HQ in Bedfordshire. 2017 has already started at the same pace, and we’re currently on target as we enter our H2 planning phase.”
Mason added that the agency still does not foresee any plans to move into new sectors. “Our specialist skillset is automotive. We believe we have a unique and proven approach to Dealer Marketing & Events and this gives us the edge against our competitors. Our involvement in Incentive Travel within Hyundai has also grown significantly, hosting over 150 delegates across 19 groups over a six-week period at the 2016 UEFA European Championship in France.
Another significant area of our growth has been attributed to Sports & Media Partnerships: securing an EV alliance with The Eden Project; a crossover partnership with Men’s Health Survival of the Fittest; and a two-year collaboration with Central Saint Martins design college, for Renault UK.
Gianni Mason added finally: “Our sustained growth now sees a total of 48 head office staff, up from 22 in 2014, employed across strategy, client services, digital, production, operations, fleet logistics and in the creative studio. We’re very excited about the next few years ahead”