Since leaving Pulse Group in December after three years, Sharp has been preparing to launch LEX, a new type of live experience venture that will work with agencies, brands and rights holders to provide expertise in strategy, creative concept generation, innovation and experience design integrating across live experiences and digital.
Sharp told Event: "LEX is a new type of live experience capability created from a need to specialise, move faster, innovate and create in the digital world. It will offer live experiences that influence and inspire the consumer world through a three-pronged approach: innovate, influence, inspire.
"There has been a shift in the industry that has significantly pushed the value of live experiences up alongside other marketing channels. We’re seeing all forms of communication converge into two channels: digital and physical. The way consumers consume digital content has changed. For example, 40% of millennials use ad blockers and curate their own feeds and channels. Trying to get through to them meaningfully is a major challenge, but that’s where the live experience industry can guarantee that direct connection and influence a huge indirect audience."
LEX will embrace the Hollywood business model with Sharp leading the venture and handpicking live experience professionals on a project by project basis.
Sharp adds: "Brands, rights holders and advertising agencies now want and need live experience expertise, often on a short-term project basis. We can provide multiple teams for multiple projects that can co-locate at client offices, or can use low cost office space for the length a project. We will keep overheads low and run a light core team in order to offer a cost-effective world class capability. This model will allow us to work more efficiently, effectively, collaboratively and will enable us to innovate and adapt quickly to changing client and consumer needs."
Sharp has previously led and created global integrated campaigns and experiences with brands including PUMA, Red Bull, Emirates, PlayStation, Heineken, Team GB, World Rugby and Diageo.
More: In February,
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