Carless, formerly head of client services at Space, is tasked with accelerating the growth of the agency’s brand experience proposition across its existing client portfolio, which includes Heineken, William Grant & Sons, Arla, UEFA and Wimbledon, whilst also attracting new client business. He will report into managing partners David Atkinson and Jason Nicholas.
The appointment is in reponse to an increasing demand for more strategically-led, immersive brand experiences.
Space, which also provides its clients with advertising, digital, social media and shopper marketing expertise, grew its gross income by more than 90% in 2016.
Carless, who joined Space in 2013, said: "With brands continuing to struggle for consumer attention and show a more empathetic side, marketers are increasingly seeing the benefits of inviting their audiences to experience their brand in a more tangible way. Experiential allows consumers a multi-sensory experience that no other medium can offer. And, here at Space, we are well-placed to provide brand owners with the expertise they require given our credentials in this area."
Space has been running the Moretti Gran Tour Italian street food events for the past three years and produced a virtual reality distillery tour for Glenfiddich, which is currently being activated across over 20 markets worldwide.
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