Event industry veterans Jeremy Garbett and Laurence Croneen have a 25-year history in the industry, managing global events and communications programmes for leading brands including Toyota, General Motors, Samsung, Pfizer and Nokia.
After leaving Jack Morton Worldwide, Garbett became managing director of Dubai-based Action Impact, while Croneen was most recently managing director of Jack Morton Worldwide's New York office.
Their new London-based agency is already working with a number of undisclosed clients and more are expected to join in the coming months.
A group of key industry figures have been recruited onto an advisory board and the agency expects to begin hiring staff shortly.
Garbett said: "The role of live communications has never been more vital. But it's no longer business as usual. The world has changed, and the way you should engage people inside and outside your organisation has also changed. Audience attitudes and behaviours warrant far better exmination from our industry. It's a critical area and we want to lead with far better understanding and, in turn, more cohesive and integrated creative solutions."
Croneen added: "For too long, live experiences have been mostly a flash in the pan - brilliant moments but of limited duration and impact. What sets us apart, perhaps from the rest of the industry, is our commitment to design a more sustained communications journey by cleverly connecting virtual, viral and real experiences."