Itch Experience merges with LiveFi

Itch Experience has merged with live streaming and tech company LiveFi to create Lively, a creative agency with a client base including Twitter, Mazda and Hostelworld.

Mike White is now co-founder of Lively
Mike White is now co-founder of Lively

Itch Experience first entered into a formal partnership with LiveFi in March 2016, after it rebranded from Itch

Mike White, Itch Experience’s former chief executive officer, will head up Lively along with fellow co-founder Mark Mitchell. White's previous work has included brand experiences for Twitter at Cannes, Virgin Group, Google and the NFL at events including V Festival, the Commonwealth Games and Goodwood Festival of Speed.

Producer and tech entrepreneur Mark Mitchell has managed LiveFi since it launched in 2012 and has worked with clients including Sony, MTV, Universal and Warner.

White said: "Our approach is collaborative. We combine our extensive experience in traditional marketing with a desire to constantly innovate and push boundaries through our technical capabilities."

A version of this article was first published by Campaign.

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