The Lounge Group, Evoke and Ampp merge to create Wolf Brand Experience

Experiential agencies The Lounge Group, Evoke and Ampp have joined forces to create one new agency, called Wolf Brand Experience.

Mishon and Mitchell
Mishon and Mitchell

Wolf is backed by both The Big Kick Group and Clive Mishon’s Mentor Marketing & Investment. Mishon was a founder investor in Kitcatt Nohr and a majority shareholder in The Lounge Group.

Mishon and The Big Kick’s chiefe executive, Ally Mitchell, will both play an active role in the development of Wolf as co-chairmen. In addition Mishon will join the board of The Big Kick Group with the task of developing business opportunities that can add companies, disciplines and talent to the ‘pack’.

Other management team members at Wolf will include The Lounge Group’s client service director Emma Spreadborough, who will join the board of Wolf managing the client service team. Jon Reid, previously managing director of Evoke, will join the company's board as head of business development and Neil Survilla, currently head of experiential at Ampp, joins the board as director of retail and operations.

Wolf’s key clients as a result of the merger include Kellogg’s, Adidas, Arcadia, Shire Pharmaceuticals and Ben Sherman.

Mitchell said: "When The Big Kick started Ampp it was because it saw brand experience as a highly specialist discipline.  However, over the last 12 months we have seen that more skills and greater critical mass are needed to optimise the opportunity.

"To be able to bring together the credentials and talent from two other respected brand experience agencies was an opportunity too good to miss."

Mishon added: "I have been a great endorser of consolidation of smaller agencies and therefore the opportunity that brings together three businesses which each have their own unique approach to experiential communications is really exciting. I am also excited to have the opportunity to work with The Big Kick Group and be a part in its first investment in third party companies."

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