#United States #New York #North Six #Byredo #Experiential Retail

North Six Unveils New Experiential Agency Division

In a significant industry advancement, North Six, a globally recognized production agency, has announced the launch of a new division dedicated to experiential retail activation. This new venture aims to enhance client engagement through innovative marketing strategies that resonate with contemporary consumer trends. The agency has already secured an impressive roster of clients for its debut, including renowned beauty brands such as Byredo, Sol de Janeiro, and Dr. Jart+, alongside fashion powerhouses like C.P. Company and Jimmy Choo, as well as luxury lifestyle brands including Bvlgari, Montblanc, and Hennessey.

The new division will be spearheaded by top industry professionals. Liam Osbourne, formerly the Executive Director of Dazed Studio, takes the helm as Global SVP of Clients Growth, while Duncan Gowers, previously the Global Head of Strategy at FLUX at Monks, assumes the role of Global SVP of Strategy. They will collaborate with Andrew Barlow and Liam Leslie, the Heads of Production for the US and UK, respectively, and Mikey O'Brien, VP of Consumer Influence, to steer the growth of the agency in both markets.

Industry Context and Focus

This strategic move comes at a time when experiential marketing is witnessing remarkable growth within North Six. Oliver Hicks, the founder and CEO of North Six, highlighted this trend, stating, "Having worked with the world's leading brands and creative agencies for more than 25 years, North Six is known as a trusted partner for exceptional stills and motion production. However, our fast-growing service division is our experiential and influencer marketing services. We achieved high double-digit growth rates in the US this year, and we aim to continue this success in 2025."

The division has already made a mark by executing a variety of experiential retail activation projects. Noteworthy events include intimate dinners and launch parties, such as Sol de Janeiro's After Hours Perfume Mist launch, as well as pop-up installations like Pleasing's recent concession at Selfridges. Other client projects have involved seasonal retail activations, including a significant Zara initiative in the Hamptons and influencer-driven campaigns for brands like Jean Paul Gaultier and Burberry.

In recognition of its innovative efforts, North Six received the "Best Retail Pop-up Award" for 2024 from BeautyMatter for an interactive consumer production for Dr. Jart+. This accolade is a testament to the agency’s commitment to creating compelling consumer experiences that capture attention and foster brand loyalty.

Integrated Approach to Marketing

One of the key differentiators of North Six's approach is its emphasis on an integrated marketing strategy. As Liam Osbourne noted, "Unlike traditional siloed approaches, we offer clients a seamless integration of state-of-the-art experiential production, influencer marketing, and content creation. By collaborating with our sister agency, PURPLE, we can also provide strategic PR support, unique VIP experiences, and effective digital and social media marketing services. This results in superior reach and impact for our clients."

PURPLE, another agency under the Together Group umbrella, was acquired by the group in 2021. This strategic partnership allows North Six to leverage PURPLE's strong media relationships and cultural insights alongside its high-quality production capabilities, significantly enhancing the collective services provided.

Christian Kurtzke, Global CEO of Together Group, further elaborated on the demand for these services, stating, "North Six’s new division captures the growing need from our clients for enhancing consumer engagement through experiential retail activation in beauty, fashion, luxury, and lifestyle segments. The collaboration between North Six and PURPLE creates a comprehensive service that delivers increased value for our clients, positioning us for sustained growth amid a challenging global luxury market."

Conclusion

The launch of North Six's new experiential agency division signifies a pivotal moment for the agency and its clients, reinforcing the essential role of innovative marketing strategies in today’s dynamic retail environment. As consumer engagement continues to evolve, North Six is well-equipped to remain at the forefront of this change, creating impactful experiences that connect brands with their audiences on multiple levels.

As North Six embarks on this new journey, the industry will be keenly observing how these initiatives shape the future of experiential marketing across various sectors.