Albert has been formed from a merger of Altitude to deliver multi-platform brand engagement campaigns. It has already secured key contracts with HSBC and Wagamama .
Altitude’s recently appointed strategic director Ian Christie and Katie Kenny, who left her position as RPM head of corporate at the same time as Irving in July, are named as co-founders of Albert, alongside Saunders and Irving.
HSBC has appointed Albert to produce its 2011 annual sales conference and gala dinner in Switzerland for September. Wagamama has secured Albert to deliver internal staff communication events.
Speaking exclusively to C&IT magazine, Irving said: "Over the past year, I’d come to realise that the old agency model is dead and as an industry we should really be focusing on creating experiences at the heart of brand marketing, no matter what medium is used. At Albert we don’t do B2B or B2C events. We do ‘Business to All’."
Saunders concluded: "We have created Albert to offer brands a way of creating experiences. By this we mean that whatever the medium, the result for the recipient is an emotional connection to the brand."