Dynamo parent Incepta has launched a brand experience agency to bolster its below-the-line offering and exploit what it sees as a "major area of growth in marketing services".
The shop, called Theatre, is headed up by general manager Rob Quinn, who started building the agency at the end of last year. Clients include HJ Heinz, Paramount and Lever Faberge.
Theatre rolls out its first activity, a roadshow for wine brand Lindemans, this month.
"Theatre has been established to offer a higher quality of strategic approach," commented Incepta chief executive Richard Nichols.
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