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August 5, 2009

Smyle sets up dedicated experiential team

Hot on the heels of marketing agency Haygarth launching its own dedicated experiential arm Fire Marekting, events company Smyle has set up an experiential department.

This has become somewhat of a trend this year, despite the downturn, and could be a sign of the future growth potential of experiential marketing.

The move on Smyle’s part stems from a 35% rise in both account wins and delivery, according to the agency. The investment in a dedicated team is also driven by the desire to underline various recent experiential projects and increase Smyle’s exposure to the experiential market.

“Both the creative event and technical production teams have achieved great things in the face of a difficult climate, with already £2.2 million of project wins for delivery from April 2009 onwards, versus £1.6 million for the same period last year,” said Smyle’s commercial director Rick Stainton.

“These new projects range from brand experience events for up to 8,000 consumers to a range of conferences and awards ceremonies, both in the UK and Europe.

“It is clear that our range of in-house disciplines can be adaptable to changing client requirements, promoting a gain in market share,” he continued.

“This has been alongside a noticeable rise in business for our newer film and media departments, which has enabled us to build upon our existing client relationships, as well as a number of significant new client wins from competitive pitches.”

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