Mishon backs experiential group

Mishon backs experiential groupClive Mishon, one of the founding fathers of promotional marketing in the UK, is backing a new experiential agency – Wolf Brand Experience – following the merger of three firms.
The agencies making up Wolf Brand Experience are The Lounge Group, Evoke and Ampp, which been brought together to form what Mishon claims is a “compelling experiential offering”
Wolf’s key clients as a result of the merger include Kellogg’s, Adidas, Arcadia, Shire Pharmaceuticals, Ben Sherman.
According to the agency mantra, “Wolf will develop and execute brand experiences which drive the 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 Mishon’s Mentor Marketing & Investment group and The Big Kick Group, Mishon, who was a founder investor in Kitcatt Nohr and a majority shareholder in The Lounge Group, will work alongside The Big Kick chief executive Ally Mitchell, to 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 board members at Wolf will include Lounge Group client service director Emma Spreadborough, who will be managing the client service team; Evoke managing director Jon Reid becomes head of business development and Ampp head of experiential Neil Survilla, takes on the role of director of retail and operations.
Mishon said: “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. Therefore I am delighted to have been invited to now chair the group and spearhead further developments of this nature.”

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