Fold7 backs experiential start-up led by former Cake director

Experiential agency Hyperactive, led by Andrew Casher, former managing partner and head of experiential at Havas SE Cake, has secured backing in the form of a majority investment from agency Fold7.

Experiential agency Hyperactive, led by Andrew Casher, former managing partner and head of experiential at Havas SE Cake, has secured backing
Experiential agency Hyperactive, led by Andrew Casher, former managing partner and head of experiential at Havas SE Cake, has secured backing

The agency is a joint venture between Fold7 and Hyperactive with Fold7 creative founder Ryan Newey and CEO Marc Nohr taking director roles and Fold7 the agency taking an equity share in the business. The agency will be housed in Fold7’s office near Farringdon. It officially opens shop this week with launch clients including Eurostar and Tag Heuer. 

Hyperactive will look to service stand-alone clients as well as be available to broaden opportunities for existing Fold7 clients. One of Hyperactive's first tasks is working with Tag Heuer to activate its partnership with the Premier League with a series of pop-up events in September and developing VR content for Eurostar. 

Prior to launching Hyperactive, Casher was a board director at Cake where he ran the experiential team for six years specialising in brand partnerships, content and live brand experiences for brands including EE, Coca-Cola, Carling, British Airways and Xbox. In May 2015, Cake merged with Havas SE to become Havas SE Cake. 

Casher said: "Big ideas are only half the story. It’s what you do with them that counts. At Hyperactive we are all about producing exciting, innovative and uber-creative experiences for our clients, and we structure our ideas to live beyond experiential and into communications channels for increased scale and tangible measurement. This philosophy is shared with my partners at Fold7, which is a solid foundation for our partnership." 

Ryan Newey, founder and chief creative officer at Fold7, said: "Brands more than ever need real catalysts for conversation and so it’s a natural evolution for us to integrate an experiential agency into the fold. Hyperactive will become a key pillar in what we believe clients need to succeed in the 21st century."

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