Concerto chairman Mike Kershaw said: "This is a natural development for our group and further strengthens our integrated offer. Bringing entertainment into our mix of event, catering and production companies helps to widen our product reach."
The launch follows a number of contract wins for Concerto's subsidiary companies. The Ultimate Experience has wrestled back the contract to run parties, awards and conferences at Old Billingsgate in London throughout the 2007 Christmas season.
The agency ran the first Christmas season at Billingsgate in 2004 before losing the account to Mask, which has held the contract during 2005 and 2006.
"We were disappointed when we didn't win it back in 2005 as it fits so well with our group. It's a brilliant flagship London venue and it's where we belong," said Kershaw.
Mask chief executive Arthur Somerset responded: "We would like to thank our clients for their enthusiasm and trust in our company. With an increase in venue costs it was becoming difficult not to compromise our offer.
We wish The Ultimate Experience good luck in the wake of our success."
Concerto subsidiary Create Food and Party Design has also signed its first exclusive London contract with Plaisterers' Hall. The caterer has signed a three-year deal that begins this month.
In October last year The Ultimate Experience cancelled events in its new City Central temporary structure near Liverpool Street station, after difficulty acquiring planning and events licensing. All booked events were relocated to alternative venues within its portfolio.