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Ampp, Lounge Group, Evoke merge to form Wolf Brand Experience

Thursday September 18, 2014 at 12:14pm
The Big Kick Group has announced the merger of three experiential agencies, including its own business Ampp, to create one new agency called Wolf Brand Experience. The agencies making up Wolf Brand Experience are The Lounge Group, Evoke and Ampp. Wolf Brand Experience’s key clients as a result of the merger include: Kellogg’s, Adidas, Arcadia, Shire Pharmaceuticals, Ben Sherman. The new agency will particularly focus on retail, looking to deliver live brand experiences to create true retail-tainment to meet the needs of shoppers and the goals of retailers. Wolf Brand Experience will also develop and execute brand experiences which drive participants to share them across their own social networks. This combination of experiential activity underpinned with digital content will bring a social media dimension which is at the heart of Wolf’s proposition. Wolf is to be backed by both The Big Kick Group and Clive Mishon’s Mentor Marketing & Investment. Clive Mishon was a founder investor in Kitcatt Nohr and a majority shareholder in The Lounge Group. Mishon and The Big Kick’s CEO, Ally Mitchell, will both play an active role in the development of Wolf as co-chairmen. In addition, Mishon will join the board of The Big Kick Group with the task of developing business opportunities that can add companies, disciplines and talent to the ‘pack’. Other management team members at Wolf will include The Lounge Group’s client service director Emma Spreadborough, who will join the board of Wolf managing the client service team. Jon Reid, previously managing director of Evoke, will join the Wolf board as head of business development and Neil Survilla, currently head of experiential at Ampp, joins the Wolf board as director of retail and operations. Ally Mitchell, CEO of The Big Kick, says: “When The Big Kick started Ampp it was because it saw brand experience as a highly specialist discipline. However, over the last 12 months we have seen that more skills and greater critical mass are needed to optimise the opportunity. To be able to bring together the credentials and talent from two other respected brand experience agencies was an opportunity too good to miss”. Clive Mishon adds: “I have been a great endorser of consolidation of smaller agencies and therefore the opportunity that brings together three businesses, which each have their own unique approach to experiential communications, is really exciting. I am also excited to have the opportunity to work with The Big Kick Group and be a part in its first investment in third party companies. The Wolf move is the first of a number of moves to build The Big Kick Group.”
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