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Designed to be Different: Boys+Girls Launch Sister Agency EXP

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EXP will use the data led strategy of Boys +Girls to fuel its creative work from concept to delivery

Designed to be Different: Boys+Girls Launch Sister Agency EXP

“It’s time. Brands, in Ireland and internationally, deserve something that’s new, creatively brilliant, disruptive and highly effective, delivering results like they have never seen before. The launch of EXP a new standalone brand experience agency will be a game changer.” That’s according to Karleen Smyth, managing director of the new business which is the latest expansion from independently owned international award-winning Boys + Girls, Ireland’s most effective Creative Agency.

She added: “Our focus is on injecting laser sharp strategic rigour into creative brand experience. For too long, experiential agencies have been producing ‘hit and hope’ work – shiny baubles with paper thin ideas, often in no way connected to an overarching brand idea – and, even worse, with no clear metrics of success matched to business ambition. That changes now with the arrival of EXP.”

EXP will use the data led strategy of Boys +Girls to fuel its creative work from concept to delivery, giving it an unbeatable competitive advantage and continuing the agency’s mantra of Great Work, Works.

Prior to being appointed managing director of EXP, Karleen Smyth was senior experiential director at Boys + Girls leading production of all experiential projects in Boys and Girls including work with Three Ireland, LEGO, Samsung, Three UK (sponsorship of Chelsea FC), Jose Cuervo, Ulster Bank and more. At EXP, Karleen will lead a multi-disciplinary team on a range of one-off local and global creative projects ranging from large scale festival sponsorship activations to live events, installations, digital and special projects.

The new business is already working on campaigns for Three UK and through its membership with By The Network supporting international projects for their clients like Netflix with work that will be first delivered in Q2 2022. 

Pat Stephenson, founder and chief relationship officer, Boys + Girls said: “The age of ‘good vibes’ as the only metric of success is well and truly over and we’re putting the efficacy into experience. Having missed out on so much for the past two years, and as the nation emerges from the pandemic, consumers will actively seek put heightened brand experiences, ones with real impact and engagement for them and their friends. Brands that embrace that approach will win. Our perspective is that great brand experiences should and can create great business results. With work such as Three’s ‘The Island’ winning Gold Cannes Lions Brand Strategy, Cannes Lion for Brand Experience & Activation as well as a Gold Effie we’ve already proven we’ve got the formula to deliver.”

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Boys+Girls, Fri, 18 Feb 2022 11:52:01 GMT