Itch announces rebrand, new strategic partnership

Itch has rebranded to Itch Experience, a move that signals the agency's decision to bring interactive, live-streamed content to the heart of its events offering.

Itch has rebranded to Itch Experience, partnered with video production company LiveFi
Itch has rebranded to Itch Experience, partnered with video production company LiveFi

This is being made possible via a new partnership with video production company LiveFi, which counts Sony, MTV, Virgin EMI, Universal and Warner among its clients, and has worked with the likes of One Direction, Snoop Dogg and Kasabian.

The partnership with see video and content specialists from LiveFi work within the Itch Experience team, enabling the agency to offer its clients the chance to incorporate content into their events, effectively closing the gap between the online and offline at events. 

Michael White, managing director at Itch Experience, said that the rise of social media means consumers expect even more from brands. He also highlighted the importance of content in leveraging a brand's ROI in events.

"They want material that not only enhances their own event experience but that is also compelling enough to be shared with others," he explained. "The reward for brands that provide great content includes social shares that engage new consumers, endorse their product and connect them to each individual for future marketing. Today’s events are just the starting point for awareness, engagement and interaction between a brand and its consumers."

He added that the agency is delighted to have partnered with LiveFi: "They share our ethos of delivering what we call 'intelligently creative' content for our clients – content that resonates with specific audiences because it truly reflects and cements a brand’s relationship with its consumers, rather than a dated 'one size fits all' approach to content that shortchanges ambitious brands."

Mark Mitchell, managing director at LiveFi, said that innovative content experiences are in high demand - both at events and within broader campaigns: "At LiveFi we’ve always strived to remain truly digitally focused with our clients' objectives at heart. Live streaming is a highly effective tool when executed correctly.

He added: "We’ve proven its potential to enable and expand the reach opportunities and exposure of our clients' campaigns. However, the key is developing campaigns that intelligently interact with their audiences' pre-, during and post-event.

"Our partnership with Itch Experience reflects a strategic move to leverage this ethos across a wider brand pool and we’re very excited to develop new opportunities for our shared clients moving forward."

Itch is set to deliver Les Mills' largest ever UK event at Excel London on Saturday (12 March), which is once again being sponsored by Reebok. Stay tuned for images of the experience. 

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