Itch Experience's Mike White on the agency's rebrand and content focus

Mike White, managing director at the newly rebranded Itch Experience, reveals the reasoning behind his decision to rebrand the business, as well as partner with video production company LiveFi.

White spoke to Event about the agency's rebrand and new direction
White spoke to Event about the agency's rebrand and new direction

The rebrand 

White feels that the agency’s refreshed name better reflects the work that it carries out for its clients. "We've spent a long time in the world of events and experiential, but given what Itch Experience actually delivers, neither word has ever really reflected what I believe our business offers.

"As well as creating successful, award-winning events we’ve also developed branded content campaigns such as Virgin Media Shorts, we’ve live-streamed from V Festival and created sponsorship campaigns for Goodwood Festival of Speed. We feel Itch Experience is a name that more closely reflects our both our clients’ needs and our own ethos."

Benefits of the collaboration 

Itch Experience’s partnership with video production company LiveFi eliminates the need for the agency to create its own content team or rely solely on contractors, explains White.

"Through our partnership, Itch Experience now has a ready-made content team for projects that benefit from that input.

"Mark Mitchell is our content director looking after creative direction and idea generation, developing multiform content and directing the channels we should use. We also have content and client managers that will help develop the client relationships and manage the projects."

He describes events as ‘natural content generators’ and explains the new relationship enables the agency to better embrace the content side of events.

"Content can be incorporated at many levels - from building on great interactions such as photo and video booths to developing branded content to help either promote the event or tell the brand’s story. Our approach is about understanding where the opportunities lie in developing digital-savvy content. This means delivering intelligent and layered campaign content that complement and consistently follows the narrative of the creative.

"Itch Experience now has the ability to fully integrate interactive live-streaming opportunities, high-end promotional videos/films and content that’s adaptive over the course of a campaign – a blend which makes the content work harder for the campaign. Editing it into many different forms for a range of channels turns what used to be an expensive one-off piece of content into a multi-channel, multi-formed set of assets," says White.

Agency structure

LiveFi is now fully integrated into the business, and team members work within the agency’s office on a permanent basis. "LiveFi are a part of our team now and they will also continue to deliver a high volume of projects for labels and other music industry partners, as before. Strategic expansion has widened their ability to deliver multiple concurrent projects," he explains.

White has also hinted at new premises, stating: "With regards to working in the office, we actually have some exciting plans that we will reveal at a later stage."

Find out more about the rebrand and LiveFi partnership here

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