The agency recently devised and delivered the Verbier-themed takeover of the W London Hotel in Leicester Square, design directed ITV Studios' MIPTV showcase in Cannes and provided total event production services for the Soho House Group.
George Smart, Theobald Fox's founder, said: "After the well-received experiential campaign we developed for W Hotels' Verbier launch, it felt like a natural business progression to bring such services in-house.
"By incorporating events and experiential into the agency's continually diversifying offering, we now have an enhanced opportunity to take our core creative ideas back to clients' consumers in a way that allows them to see, feel and use brands."
The new operation is headed up by Adrian Ambrose, who helmed the Buckingham Palace and arrival ceremonies during the 2012 Locog Olympic Torch Relay.
Ambrose previously founded agency Plug to meet the demands of FMCG and youth brands, and has also worked on campaigns for brands including Guinness, Jack Daniels, Lynx, Pepsi and Xbox.
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