MD James Herring said the wing would try to ‘bridge the gap between experiential marketing and event PR’.
Danielle Nay joins the agency as events director. She was press and PR manager at Channel Five’s launch in 1996. She also founded experiential agency Dr Party, which she sold to Bob Geldof in 2001. Most recently, she was director of brand content at ad agency DDB London.
Herring said he planned a team of 10 for the division.