The new entertainment division is intended to help the agency’s clients get more value from their events by challenging the conventions around conferences. Jez Paxman, Live Union’s creative strategy director, told C&IT that he believed entertainment and engagement were ‘two sides of the same coin’.
"We take a wide view of entertainment and see it as a vital part of how we design all our events," said Paxman. "Traditionally, the event industry has been quite segmented between those specialising in entertainment and those looking at business content. This is changing as part of the wider trend towards the consumerisation of B2B communications.
"People with skills in entertainment are brilliantly placed to help disrupt and re-invent every aspect of the delegate experience, whether it’s an out-and-out party or thought-leadership event."
The agency has also rebranded, with a new logo and website and a positioning around ‘re-imagining events’.
"Today’s business audiences are embracing new types of live experience, they want to be surprised and challenged, to interact and shape content in new ways, said Paxman.
"Over the last seven years Live Union has grown by continually striving to re-imagine what a business event can be, devising new formats and championing new technologies. This is what we set out to communicate in our new identity and website."
Live Union has also seen a spate of new hires. Claire Evans, who in the past has worked for Imagination, has been appointed as entertainment producer, while Amy Thomson has joined as account executive. Harriette Wight, who has a background in event technology, has joined as account manager.
The agency plans to expand further and is currently recruiting for a production manager and an addition to its business development team.
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