The New York-based experiential agency, which has satellite offices in London, Washington DC, Detroit, San Francisco and Laguna Beach, was .
Growth
Scott Cullather, the founder and global managing partner of Invnt told Event the acquisition is expected to accelerate the company's growth. "Together Time Inc and Invnt design and produce 575 live experiences.
"Invnt will have the responsibility of supporting many of the events currently being produced for the iconic Time Inc brands and the people behind them," he said.
Expansion
Cullather explained Invnt has a vision to become a globally recognised brand with offices in key locations across the world. "In order to realise that growth strategy we have a multi-platform approach, in which we collaborate with like-minded organisations that specialise in different areas, expanding our core services, which essentially are experiential marketing, live events, digital and traditional media brand environments and a wide range of creative services," he said.
"Joining Time Inc has been the ideal move for this part of our growth strategy, but it's only the first step.
"The next steps include expanding our geographic footprint. We have aspirations to bring Invnt to Shanghai by the end of the year. We also want to be in other areas, such as Dubai or somewhere in the Middle East and South America, so that we are at all strategic locations around the world," he added.
Invnt is currently developing a global activation strategy in line with its global expansion goals. "You can expect to see campaigns and live media activations coming from the entertainment brands including People, Entertainment Weekly and InStyle along with the Time and Fortune brands," said Cullather.
"We are also working closely with the global advertising and global agency divisions to integrate live media platforms into their global sales strategies."
The London office
The agency’s internal structure is set the remain the same, including its UK arm. "Our London office will continue to focus on growing our core business and servicing our existing clients.
"Additionally our London team will begin to support many of the incredible experiences currently being executed in the UK. We will also develop new experiences that previously didn’t exist."
Invnt works with brands including , Intel, PepsiCo, General Motors and Subway, meanwhile Time Inc has produced events including .
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