The Kidderminster-based company, which operates offices in London and Leeds, said it will look to take on three new members of staff who will be dedicated to the division, and will work with DRP’s existing team consisting of 135 full-time employees.
Dale Parmenter, managing director of DRP Group, told Event: "We have found most events now incorporate elements of experiential in some way such as conferences. We’ve noticed more and more events need to be interactive and engaging and less traditional.
"As the country has started to move out of the recession, clients are asking for more creative ideas. So we will be investing in more expertise as part of this experiential offering."
He added the company is looking to grow its proportion of experiential activations, which currently accounts for 10% of business. "We have a vision that we would like to increase this side of the business, so in two years time we want to see this rise up to 25% of total business."
Parmenter revealed that 15% of the events that DRP Group currently produces is consumer-facing, however, he explained the business has a target to increase this by up to 40% in the next year.
He sadi: "We have seen a shift and as a result we are doing more consumer events. Last year we were tasked with organising Sainsbury’s Paralympics customer activation programme, which included the Paralympic tour relay, a nationwide torch tour and the company's presence at the Flame Festival celebrations. It was then we realised the need for this new experiential division to cater for consumer-facing activity."
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