Exclusive: BI Worldwide to launch content division

BI Worldwide is planning to launch a content and engagement division by the end of the year, as part of its goal to double the size of its event department by 2018.

BI Worldwide operations director Shaun Casey
BI Worldwide operations director Shaun Casey

Operations director Shaun Casey, who joined the events and performance improvement agency earlier this year, told C&IT that BI Worldwide is considering all options including both growing its own content division or acquiring a specialist agency.

"The new division will focus on developing content strategies for clients to help them to engage participants at events," said Casey. "By 2018, we want to double the size of the events department from a profitability perspective, which is quite an aggressive goal and we're not expecting it all to be organic.

"We are currently looking at three specific companies on the content/production side as potential acquistions as well as considering growing our own, and we hope to make a decision on this in the next three to six months."

He added that the agency is looking at bringing behavioural economics, which it uses heavily on the performance improvement side of the business, and applying it to audience engagement in the events business.

"It makes total sense and fits nicely with our expansion into content design," he explains.

In March, BI Worldwide reported sales growth of 40% in the six months from July to December 2014. Sales at the end of December were £36m, compared to £25m at the same point in the previous year.

MORE:

Top 50 Agencies 2014: BI Worldwide (24)

BI Worldwide appoints Amanda Wright to leadership team

A List 2015: Louise Thody, BI WORLDWIDE

Former BI Worldwide director David Battley joins Grass Roots

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