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October 16, 2009

Event marketing stalwarts launch new live communications agency

Two of the most respected figures in event marketing have re-emerged together as new live communications agency Deeper Blue.

Jeremy Garbett, and Laurence Croneen have led and pioneered major experiential agencies in London, the Middle East and North America. Over the past 25 years, they have produced and overseen prestigious public global events. They have also been responsible for many of the most innovative, integrated and award-winning communication programmes for some the world’s leading corporate brands, including Toyota, Mars, Nokia, HP, General Motors, Pfizer, Samsung and the UK Government.
Having both recently returned to the UK from key roles in Dubai and New York, Garbett and Croneen have put  that their absence from the events scene over recent months down to “re-thinking the structure, philosophy and working practices of a new agency”.
Sustained approach
“We believe there should be a more focused, valuable and sustained approach to how you connect and engage with communities. That's why we decided to create an independent, new agency,” said Garbett.

“The role of live communications has never been more vital. But, it’s no longer business as usual. The world has changed, and the way you should engage people inside and outside your organisation has also changed.

“Audience attitudes and behaviours warrant far better examination from our industry,” Garbett continue. “It’s a critical area, and we want to lead with far better understanding and in turn, more cohesive and integrated creative solutions.”
Ears to the ground
In search of insight to help shape their agency, the duo have devoted significant time interviewing clients from different markets and geographies regarding their respective wants and needs from a communications agency.
“Our starting point was listening to the people who matter most – our clients” said Croneen. “They talked about engaging not only with the needs of ‘now’, but also the crucial next steps in post-recession growth.

“This means stimulating a dialogue based on a more engaging journey – taking key communities and brands in a clearer, better planned and more integrated direction. Inevitably, all businesses are looking to do more for less, but there’s an interesting subtlety that I believe we’ve captured in what ‘value’ really means to clients.”
Greater value
Deeper Blue is establishing itself around the principle of ‘sustained engagement’ – the means of creating longer-term value and more tangible impact from live communications activities.
“For too long, live experiences have been mostly a flash in the pan: brilliant moments but of limited duration and impact,” said Garbett.

“Our experience means we’ve been among the best practitioners of this art, so we understand the immediate power of a live event. What sets us apart, perhaps from the rest of the industry, is our commitment to design a more sustained communications journey by cleverly connecting virtual, viral and real experiences.

“The key is knowing how to integrate, activate and measure them in the widest context, embracing all communication channels to create a richer, deeper and longer lasting engagement with your key communities.”

Deeper Blue’s is certainly a bold vision, and one that if delivered successfully, could set the pace for the live marketing industry in the post recession era.

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