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July 28, 2009

Haygarth ignites new experiential agency

Despite the downturn, 2009 seems to be the year to set up live marketing agencies. Following on from Live Union’s birth, marketing agency Haygarth has launched a new experiential outfit called Fire Marketing.

The agency is fronted by key players from Haygarth: directors Damian Charles and Jon Fricker, and account director James Tweddle.

Historically, Haygarth has had extensive experience running live brand campaigns for clients such as Dairy Crest, Tropicana, Walkers, Nokia and Gillette. 

“We are finding there is a lot of focus on face-to-face marketing at a time when brand owners recognise the value of building awareness through experience, encouraging product trial, interaction with consumers and also creating a talking point through the content and theatre surrounding a campaign,” said Charles.

“The launch of Fire Marketing gives us a specialist team to meet these client needs effectively.”

Asked why Haygarth chose to launch what amounts to a new name in experiential, rather than keeping it under its own brand, Charles replied: “We wanted a standalone experiential marketing company in order to ring fence the depth of expertise required for experiential activity.

“A lot of clients are looking for specialist experiential agencies and Fire has allowed us to consolidate our vast experience in this area.

“It has provided us with two main opportunities – undertaking work for current Haygarth clients through the dedicated experiential team at Fire, while also working directly with clients such as JTi and O2.”

The idea is that all experiential campaigns will ultimately go through Fire, with the new agency’s team working closely with Haygarth to help manage and implement campaigns.

“There is no danger of us being competitive to each other’s offerings,” stressed Charles. “What it does do is enable us to offer fully integrated campaigns using other channels to broaden awareness and interaction, such as via Haygarth digital and Haygarth PR.”

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