Infrared will lead on experiential activations for brands and rights holders primarily in the world of sport and entertainment. Clients include Sony, Adidas, UFC, Old Mutual, WRC, GSK, Discovery and Live Nation.
The new company has taken over RPMC's offices in London, New York, Los Angeles, Rio de Janeiro, Taipei and Tokyo with immediate effect. RPMC will now focus on internal travel services for its owner the Red Peak Group and will be based out of the US.
Infrared's London office will be led by CEO Stephen Hall, a former head of sponsorship for McDonald’s, who has moved from RPMC to take on the role. Hall has also worked extensively with Fifa, Uefa, the BOA, and the four home nation Football Associations.
Hall said: "RPMC has been around for a long time and is primarily known for logistics and hospitality within sport and entertainment. However to fully capture the range of services we are now offering clients, we felt it was time for a change, hence the launch of Infrared.
"The new agency will look to build on RPMCs heritage in sport and entertainment and strive to build brands through human connections across all other sectors where live, experiential marketing is a focus."
Global CEO, Robin Rusch, added: "Despite being more connected than ever, we hunger for real human interaction and live experiences. Infrared helps brands connect marketing activities with the events and causes that add meaning to our lives."
The senior management team in London will also comprise Vivienne Brown, operations director, and Natasha Davidson, events and hospitality director, both of whom have both been promoted from RPMC. Brown, a former England Rugby Team Operations manager and ICC event director, has worked across Olympic, rugby, football, motorsport and cricket programmes, activating sponsorship on behalf of some of the world’s leading brands.
Davidson brings 15 years of event production experience to the agency, having managed a diverse range of high profile events including conferences, exhibitions, hospitality programmes, press and product launches.
Comment below to let us know what you think.
For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.