O2 set to pick experiential agency

O2 is poised to announce its principal experiential agency following a 23-way pitch.

O2 set to pick experiential agency
O2 set to pick experiential agency

Sledge currently holds the account to manage O2's experiential work and is among the 23 agencies that took part in the pitch process. O2 head of events John Worthington said O2's procurement department invited 28 agencies to pitch. The group of 23 that took part was then shortlisted to five agencies. Worthington anticipates the successful agency will be chosen by the end of April.

"We haven't yet decided on the duration of the contract but historically it's been two years," said Worthington. "We have one main experiential agency but, like other big companies, we have ended up with lots of other agencies doing pieces of work for us. The idea of the pitch was to try and narrow that into one work stream."

Worthington told C&IT earlier this year that the majority of O2's events involved the activation of sponsorship in sport and music, including about 200 events at The O2. It also runs 25-30 staff events that "build experiential activity into conferences". Its main event objectives are to raise awareness and "encourage a love of the brand".

 

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