Summary
You know how in a concert, the opening act sets the stage for the main performance? That’s essentially what North Six, the big-shot global production agency is planning to do, but in the retail world. They’ve recently launched a new division dedicated to creating these ‘opening act’ experiences, also known as experiential retail activations and influencer marketing. They’ve brought in some big guns like Liam Osbourne and Duncan Gowers to lead the show, and this move is like their bold declaration to take this successful act globally in 2025. So, imagine walking into a store and being part of a mini event, show, or experience that’s so engaging, you can’t help but stay and shop!
Key Points
• North Six, a global production agency serving high-profile clients in fashion, beauty, luxury and lifestyle, has launched a new division focused on experiential retail activations and influencer marketing.
• Liam Osbourne, former executive director of Dazed Studio, and Duncan Gowers, previously global head of strategy at Flux at Monks, join the team as global senior vice presidents of clients and growth and strategy, respectively.
• The new division is indicative of the significant growth in experiential marketing at North Six and will spearhead new business growth in the UK and US.
• CEO of North Six, Oliver Hicks, stated that their fastest growing services are the experiential and influencer marketing services and this new division will further accelerate international growth.
• The agency has executed various activations for brands like Bvlgari, Montblanc, Clinique and Byredo, and this new division will enhance its offerings in the experiential retail space.
Background
• North Six, part of Together Group, is a renowned global production agency that has been serving leading brands and creative agencies for over 25 years. It is known for exceptional stills and motion production but has witnessed significant growth in its experiential and influencer marketing services.
Future Implications
• The launch of this new division indicates a shift in the dynamic of retail marketing, with an increased emphasis on experiential activations and influencer marketing. This could potentially lead to increased competition and innovation in the industry as other agencies strive to match these offerings.
• North Six’s move could also set a precedent for other production agencies to diversify their services amidst changing market demands.
• The agency’s ambitious plan to accelerate international growth may see it expand its client base and influence in the global fashion, beauty, luxury and lifestyle sectors.
