The division will focus on identifying opportunities for brands to create live events and experiences that offer societal and commercial benefits to local, urban communities.
The idea is that brands will benefit from this approach, as it will enable them to reach audiences that are typically difficult to engage, all the while meeting their commercial objectives.
The division will work with local governments, charities and not-for-profit organisations to bring these projects to life.
The agencies have delivered a series of events and projects as part of the Urban Partnerships trial phase, including The X pop-up with Adidas and London Heart Trail with London & Partners, as well as installation of branded cycle pumps and bicycle repair facilities in train stations with online cycle retailer Wiggle.
Michael Brown, managing director, PsLive: "We believe brands have the power, connections, resources, and in many ways, an obligation to change the world for the good. The new Urban Partnerships division has been created specifically to help brands realise this potential, by acting as strategist and facilitator between local authorities, charities and not-for-profit organisations where they can make a real difference.
"Recent research carried out by Cone communications found that 90 per cent of consumers are likely to switch brands to one associated with a good cause. To that end, we are not populating this new venture with overtly commercial or marketing people from the world of media, and instead furnishing it with people with experience doing positive work in the heart of local communities.
Christopher Nicola, head of Urban Partnerships, added: "The way in which consumers perceive brands has a huge influence on the effectiveness of that brand’s advertising.
"Through Urban Partnerships, we’re creating positive, impactful experiences for consumers that means brands are giving something back to the community at the same time. This isn’t just advertising, it’s advertising for good."
PsLive was named Brand Experience Agency of the Year at last year's Event Awards. Read up on Michael Brown's 2016 trend predictions here.
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