"Over the past year, I’d come to realise that the old agency model is dead and that the term 'experiential' should really be retired," said Irving.
"It is clear that the non descript term is dying and as an industry we should really be focusing on creating experiences at the heart of brand marketing no matter what medium is used."
All four directors have brought clients to the new agency – these include Wagamama and HSBC. Altitude’s staff has now been merged into Albert.
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