The partnership will see the two agencies combine their strengths under the new Because Ireland brand, bringing together Imagine’s local team and skillset with Because’s established practices and global network.
The move will also see Because bring new Virtual Reality (VR) technology to the market in Ireland on a wider scale by capitialising on its experience thus far using VR to deliver high-profile campaigns for brands including Continental Tyres, Boursin and WWF-UK. Imagine has delivered campaigns for brands including Renault, Dropbox, Deliveroo and Nivea.
Sharon Richey, CEO at Because, said: "We’ve been looking for like-minded partners to join the Because group since the start of 2016, and Imagine is everything we set out to find. There is a hugely tangible value exchange to be found in global independent agencies working together, making the most of each other’s strengths and different attributes. Working with like-minded founders is inspiring, and this partnership will be hugely beneficial to both parties and, most importantly, to our respective clients."
Jonny Davis, who founded Imagine in 2005 with his brother Paddy, added: "We have big ambitions, and to grow our client offering even further, we felt the need to evolve. A partnership with Because is a perfect fit for us; we are culturally compatible, with shared passions and the same belief systems and values. We’re already working closely with the UK team on several live pitch opportunities, and we’re proud to be joining this growing global experiential network. We believe this move will allow us to deliver even bigger and better brand experiences for our clients."
The announcement follows on from a call for like-minded partners to join the group, issued by Because earlier this year. The agency is looking for other ambitious partners across the globe to join the group and Richey said it is currently in close talks with a host of potential international partners.
Because Ireland will be hosting its first experiential marketing masterclass for Irish-based brand marketers at The Marker Hotel in Dublin next month.
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