The&Partnership launches live events agency Muster
The&Partnership has announced the launch of an integrated live events agency called Muster which will attempt to harness the group's media and digital engagement to reach new audiences and clients.
Tom Rutter and Alec Braun
Muster will work with specialists within The&Partnership’s cross-discipline group to integrate live events with the other marketing channels, from advertising and digital engagement to influencer marketing and PR.
The WPP-backed agency group has brought in Tom Rutter and Alec Braun, formerly joint managing directors at event planning service Slice, to serve as creative directors and help launch the new agency.
While working at Slice Rutter and Braun's client roster included the likes of Google, Nike, YouTube and Coca-Cola.
Discussing the ambition of the new venture, Braun said Muster would work to "redefine the industry by delivering truly memorable experiences not only for those that are there but also those that aren’t".
He added: "Creating unmissable experiences is as much about nurturing a want to be there as it is about bringing together remote audiences. This is the driving force behind our shared ambition with The&Partnership to reimagine the industry and redefine live events."
Rutter said: " As brand experiences, audience participation and user-generated content continue to grow in influence, we’re delighted to be working with an agency group that can help us supercharge the experiences we create – harnessing their media and digital engagement nous to reach massive audiences both on and offline.”
The creation of Muster follows on from &Partnership winning the European advertising account for Toyota.