Ambient Advertising can’t resist the pull of experiential marketing
When co-founder and creative director of AmbientX Mark Pickering bought the company from Australian-owned Ambient Advertising Group, he announced he’d be re-branding the company to Fluxx and focusing on making it “the best agency in New Zealand dedicated specifically to experiential marketing”. But now it looks as if Pickering has another competitor in the Kiwi market, none other than Ambient Advertising itself. The company has decided it’s not quite ready to part with experiential and managing director of Ambient Advertising NZ Chris Monaghan has announced the launch of a new experiential and events arm of the agency.
He says having a stand-alone experiential business “wasn’t making commercial sense” and the decision was made to bring experiential marketing back in-house, complete with the addition of an events team.
“We have cemented our place as leaders in the non-traditional category so this move further solidifies our offering and provides our clients with an even more defined one stop shop in the non-traditional space,” says Monaghan.
The experiential and events side of the business will now join Ambient Advertising’s existing two divisions, ambient media and talent.
Kiwi Lucy Grigg, who has recently been working for UK experimental agency The Lounge Group, will be heading up the new arm.
The agency has already secured its first partnership, working with the folks at Rhythm & Vines to co-promote the first ever Rhythm & Vines Soundcheck, to be held at vector Arena in September.
It’s a move that Monaghan says signals the company’s intention to work with ”the best”, adding that working with the iconic musical brand provides “the opportunity to bring this new urban concept alive will set a new benchmark with local event promoters”.
What do you think?