DRP to open experiential division

DRP Group is to launch a dedicated experiential division following the recruitment of three new members of staff to its Kidderminster head office.

The agency already incorporates experiential elements into events, with this work accounting for 10% of its business, but plans to increase this to 25% in the next couple of years.

The new division will work with DRP’s existing team, with the company hoping to announce the new appointments before Christmas.

Dale Parmenter, managing director of DRP, said the division was the result of demand from customers and also how the events side of the industry was going.

He said: "Experiential has really started to take off. Budgets are not so much restricted now as we are coming out of the recession. We are still seeing people being careful but we are seeing that people are willing to go and do something a little bit different. They want to do something that stands out and, especially when it’s B2C, it needs to be something that’s talked about."

While 15% of the events the agency produces are currently consumer facing, it has a target to increase this to 40% in the next year.

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