North Six Launches New Experiential Agency Division
North Six, a leading production agency known for its work with top clients in the fashion, beauty, luxury, and lifestyle sectors, has announced the establishment of a new division dedicated to experiential retail activations and influencer marketing. With a reputation built over the years, North Six aims to capitalize on the growing demand for innovative marketing experiences.
What This New Division Means for Clients
At the launch, North Six showcased an impressive roster of clients that includes renowned brands like Byredo, Sol de Janeiro, Dr Jart+, C.P. Company, and Jimmy Choo. This new agency reflects North Six's commitment to enhancing consumer engagement through tailored experiential strategies.
Leadership Team and Expertise
The division is spearheaded by industry veterans Liam Osbourne and Duncan Gowers, who bring extensive experience in the creative and marketing fields. Osbourne, formerly Executive Director of Dazed Studio, takes on the role of Global SVP Clients & Growth. Gowers, who held the position of Global Head of Strategy at FLUX, assumes the role of Global SVP Strategy. Together, they will work with Andrew Barlow, Liam Leslie, and Mikey O'Brien to drive the agency's growth in both the UK and US markets.
Rising Demand for Experiential Marketing
According to Oliver Hicks, founder and CEO of North Six, the demand for experiential marketing is faster growing than its traditional production services. He emphasizes that the new division marks North Six's ambition to expand its international reach, aiming for significant growth rates in the coming years. This growth trend reflects a broader shift towards personalized and engaging marketing approaches that resonate more effectively with consumers.
Innovative Projects and Collaborations
Working alongside prominent brands such as Bvlgari, Montblanc, and Clinique, the new agency division at North Six will facilitate a range of projects. This includes intimate events like the Sol de Janeiro After Hours Perfume Mist product launch and larger pop-up installations like the recent Selfridges concession for Pleasing. Furthermore, collaborations with major fashion houses have led to influencer trips and showcases, including fashion shows for Jean Paul Gaultier and Jimmy Choo.
Recognition in the Industry
North Six’s dedication to excellence in experiential marketing was recently recognized when it was awarded the Best Retail Pop-up Award 2024 by BeautyMatter for an interactive campaign created for Dr. Jart+. This accolade underscores the agency's capability to craft compelling experiences that captivate audiences and elevate brand visibility.
Integrated Services for Enhanced Impact
The strategic integration of experiential production, influencer marketing, and content creation is fundamental to the agency's approach. Osbourne cites that unlike conventional approaches, their model ensures a seamless experience for clients, enhancing the end result.
Additionally, strategic collaborations with PURPLE, another member of the Together Group, will allow North Six to provide comprehensive marketing solutions, including PR support and digital marketing strategies. This holistic offering will significantly improve reach and effectiveness, resulting in higher engagement for their clients.
The Future of Together Group
The establishment of this new division aligns with Together Group's vision of connecting the dots between high-quality production and innovative marketing strategies. Since acquiring North Six in 2023, the Group has focused on enhancing their portfolio services to meet the evolving demands of the luxury and lifestyle market.
Christian Kurtzke, Global CEO of Together Group, shared insights on the division's significance in responding to client needs for enhanced experiential marketing. He reiterated the growing importance of innovative engagement strategies within the challenging global market. As demand increases for integrated experience solutions, North Six stands poised to meet these challenges head-on, anticipated to broaden their impact in 2025.
For inquiries, contact Felix Meston at Seven Dials City.
Frequently Asked Questions
What is the focus of North Six's new division?
North Six's new division focuses on experiential retail activation and influencer marketing to enhance consumer engagement.
Who leads the new agency division?
The division is led by Liam Osbourne and Duncan Gowers, experienced professionals brought on to lead growth in the new agency.
What type of projects will the new division handle?
The division will manage a variety of projects, from intimate brand events to large-scale pop-up installations and influencer trips.
How does North Six differentiate itself from competitors?
North Six offers seamless integration of experiential production, influencer marketing, and content creation, providing tailored solutions for clients.
What is Together Group's role concerning North Six?
Together Group supports North Six by enabling strategic collaborations and enhancing service offerings to meet luxury market demands.
