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Leeds agency launches live brand experience division as it looks “beyond traditional channels”


Leeds agency Savvy has announced the launch of a new live brand experience division as it looks to move “beyond traditional channels” for clients.

Savvy Live will look to create “memorable live experiences” to “drive emotional connections, shape behaviour and influence purchase”.

The agency said it had experienced an increased demand for live brand experiences and had delivered campaigns for the likes of adidas, Poundland, Britvic and Diesel.

“The way shoppers consume media and interact with brands has changed considerably due to advancements in technology,” said Taj Sur, business director at Savvy.

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A live brand experience delivered for Diesel by Savvy

“Consumers are seeking deeper brand experiences and opportunities to generate social media currency. At the same time retailing is evolving at a rapid pace with smart devices now able to engage and direct shoppers from points of influence to points of purchase.

“This means we need to look beyond traditional channels to influence shoppers. In short, consumers are no longer satisfied with just hearing or seeing a brand’s message. Today, it’s the actual experiences we have with a brand that define whether we connect with it or not.”

Savvy CEO Catherine Shuttleworth told us the division currently had three staff but there were plans to recruit a further 10 over the next year. The agency as a whole has a headcount of almost 80.

She said: “Millennials are looking for more experiential activities full stop and brands have got to tap into this as part of a broader brand experience – it’s not just about handing out free stuff at the station.”

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