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INVNT bolsters live and virtual offering with new agency group

Ever-expanding agency portfolio features four disciplines focused on brand storytelling.

INVNT's Scott Cullather and Kristina McCoobery have launched a global agency that now includes four disciplines focused on brand storytelling.
INVNT's Scott Cullather and Kristina McCoobery have launched a global agency that now includes four disciplines focused on brand storytelling.

AUSTRALIA — Brand experience agency, INVNT, has relaunched as INVNT Group, which now houses four brands and is headed up in APAC by Laura Roberts.

The move follows the agency's recent acquisition of brand strategy firm, Folk Hero, and will allow the agency to create "consistent and meaningful" brand stories across a range of platforms — both live and virtual. The global portfolio now comprises INVNT, focused live brand events; HEVĒ, a branded content and digital marketing studio; Folk Hero; and the newly-launched MEANING, a creative-led culture consultancy.

As well as assuming the APAC MD role of the Group, Roberts (below) remains managing director of INVNT APAC and will oversee the agency's regional expansion.

“We’ve experienced some great successes since INVNT opened its doors in APAC three years ago," she said. “Now we’re building on this with the launch of INVNT Group, a move that enables our local team to respond to clients’ rapidly increasing requests for our non-live and integrated campaign expertise through the provision of compelling BrandStory solutions across every stage of the storytelling cycle.”

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The launch sees an additional two senior appointments in the region. INVNT’s executive creative director, Adam Harriden has been named executive creative director for INVNT GROUP APAC, and Fiona Pullen is stepping up from executive producer to director of production, INVNT APAC in response to an exponential increase in demand for the agency’s services.

Commenting on the decision to launch INVNT Group both globally and in APAC, president and CEO, Scott Cullather said: “Every organisation we meet wants less layers, fewer gaps, less big agency red tape, and a higher caliber of consistent, integrated storytelling across every audience. So, we’re building and investing in an offering that enables forward-thinking brands everywhere to drive deeper relationships with the audiences that matter most to them, anywhere."