Immediate, the publisher of household names including Radio Times and BBC Good Food, has launched IX, a dedicated experiential agency designed to connect consumer facing brands with passionate audiences through live moments.
Led by director of experiential, Rob Hunt, IX launches to meet the growing demand for authentic, real-world connection. IX offers a full-service ecosystem, distinguishing it from traditional experiential shops, leveraging Immediate’s market-leading live consumer events and creative partnership expertise.
With a 20 million reach, Immediate has market leading brands in food, gardening and entertainment and is home to flagship events like the Good Food Show, BBC Gardeners’ World Live and Move It, through its consumer events division Immediate Live and its UK offices in Manchester, London and Bristol.
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The agency will call on proprietary data and consumer insights to identify specific audience segments, supported by an editorial team with a deep understanding of emerging consumer trends.
The team will create bespoke activations, connecting brands with scaled, passionate audiences.
While IX is a new dedicated arm, it builds on Immediate’s successful track record of over 40 experiential partnerships, ranging from Michelin-starred culinary events to high-profile film premieres.
Event opportunities will include:
- Co-branded events
- Fully integrated experiences that can be supported where relevant by Immediate’s much-loved and trusted editorial voices
- Community events
- Live moments that bring like-minded audiences together
- Pop-ups
- High impact, immersive executions in unique spaces
- Road shows
- One-stop shop for delivering unique experiences across the country
Brands will also be able to access Immediate’s 9m monthly social audience to provide pre and post-event engagement, as well as take advantage of Immediate’s partnerships with alternative media outlets and formats.
Beyond Hunt, the launch team also includes Kat Tek, head of experiential, with strategic backing from Paul Byrom, managing director of Immediate Live. and Sophie Walker, Immediate Live’s director of operations.
Hunt said: “Experiential works best when it’s credible, relevant and well-crafted. After years of delivering some of the UK’s best-loved events and consumer campaigns, launching IX is the next natural next step. We’re bringing together deep expertise to help brands move beyond pure reach and show up in new and creative spaces.
“Our goal is to create unmissable moments – putting products directly into consumers’ hands and using our ‘one team’ model to handle everything from ideation to amplification. We’re here to turn brand vision into tangible, real-world experiences.”
