Summary
You know how a great party planner can transform an average event into an unforgettable experience? That’s essentially what North Six plans to do with their new division focusing on experiential retail activations and influencer marketing. They’re like a matchmaker, connecting big-time clients like Chanel and Estée Lauder with consumers in a more engaging and immersive way. They’ve already set up some pretty cool pop-up installations and product launches, and now they’re looking to take this success global. It’s like they’ve found a fresh way to engage in a world that’s increasingly digital and impersonal.
Key Points
- Global production agency North Six has launched a new division focused on experiential retail activations and influencer marketing.
- The division will be led by Liam Osbourne, former executive director of Dazed Studio, and Duncan Gowers, former global head of strategy at Flux at Monks.
- The agency has worked with high-profile brands like Bvlgari, Montblanc, Clinique, and Byredo. Recent activations included events for Sol de Janeiro, Pleasing, and Zara.
- The division was created in response to significant growth in experiential marketing at North Six and aims to expand business in the UK and the US.
- North Six’s CEO, Oliver Hicks, noted the experiential and influencer marketing services as the agency’s fastest-growing division, with high double-digit growth rates in the US this year.
- Christian Kurtzke, global chief executive of Together Group, highlighted the new division as a response to growing demand for experiential retail activation in beauty, fashion, luxury, and lifestyle sectors.
Background
North Six is a global production agency that specializes in fashion, beauty, luxury, and lifestyle. It is part of Together Group, a curated collective of creative consultancies, marketing, technology, and production studios. The agency has a prestigious client portfolio that includes LVMH, Estée Lauder, Graff, and Chanel. They have been a trusted partner for exceptional stills and motion production for over 25 years.
Future Implications
The creation of North Six’s new division signifies the rise in demand for experiential retail activations and influencer marketing. This reflects a broader industry trend of brands seeking more immersive and personal ways to engage with consumers. As the agency seeks to expand its services internationally, it may lead to increased competition in the experiential marketing space. The success of this venture could potentially influence other agencies to follow suit, making experiential and influencer marketing a standard offering in the industry.
