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.Follow @yasminarrigo