The Big Kick Group creates Wolf Brand Experience following merger of three businesses

ISLINGTON, U.K. - Sept. 19, 2014 - PRLog -- The ‘pack’ of 3 agencies making up Wolf Brand Experience are The Lounge Group, Evoke and Ampp. Each of these businesses has carved out a distinct niche for itself, and they have now been brought together to form a compelling experiential offering.  Wolf Brand Experience will develop and execute brand experiences which drive the participants to share them across their own social networks.  This combination of experiential activity underpinned with digital content will bring a social media dimension which is at the heart of Wolf’s proposition.

Wolf has also identified retail as a sector where live brand experiences are essential to create true retail-tainment to meet the needs of shoppers and the goals of retailers.

Wolf is to be backed by both The Big Kick Group and Clive Mishon’s Mentor Marketing & Investment.  Clive Mishon was a founder investor in Kitcatt Nohr and a majority shareholder in The Lounge Group. Clive and The Big Kick’s CEO, Ally Mitchell, will both play an active role in the development of Wolf as Co-Chairmen. In addition Clive will join the board of The Big Kick Group with the task of developing business opportunities that can add companies, disciplines and talent to the ‘pack’.

Other management team members at Wolf will include The Lounge Group’s Client Service Director Emma Spreadborough, who will join the board of Wolf managing the Client Service Team.  Also, Jon Reid, previously Managing Director of Evoke, will join the Wolf board as Head of Business Development and Neil Survilla, currently Head of Experiential at Ampp, joins the Wolf board as Director of Retail and Operations.

Ally Mitchell CEO of The Big Kick said: “When The Big Kick started Ampp it was because it saw brand experience as a highly specialist discipline.  However, over the last 12 months we have seen that more skills and greater critical mass are needed to optimise the opportunity. To be able to bring together the credentials and talent from 2 other respected brand experience agencies was an opportunity too good to miss”.

Clive Mishon said: “I have been a great endorser of consolidation of smaller agencies and therefore the opportunity that brings together 3 businesses which each have their own unique approach to experiential communications is really exciting. I am also excited to have the opportunity to work with The Big Kick Group and be a part in its first investment in third party companies. Therefore I am delighted to have been invited to now Chair the Group and spearhead further developments of this nature.”

Wolf Brand Experience’s key clients as a result of the merger include: Kellogg’s, Adidas, Arcadia, Shire Pharmaceuticals, Ben Sherman.

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Editor’s Notes

The Big Kick Group

Understanding the shopper is what fuels The Big Kick. We've spent the last 15 years learning and refining that knowledge and currently we're sharing it with clients such as Tesco, Pepsi, Warburtons, Nestle, Camelot, Danone and Universal.

The Lounge Group

The Lounge Group, is famed for its Community from which it has gained the insights behind the creation of award-winning activities for the likes of Havana Club and Kellogg’s,

Evoke

Evoke has, over the last year, been merging its live experiences for the likes of Foot Locker and Topman.

Ampp

Ampp, as a subsidiary of shopper agency The Big Kick Group, has developed a range of retail clients, including Tesco.