In Live Experiences, All Culture Is “Up for Grabs”
James Hoyle joined XYZ in May 2022 as creative director, taking over the reins from Paul Stanway, who became the creative experience agency’s executive creative director. Following a three-year stint at Tin Man Communications and previous roles at MSL Group and Weber Shandwick, Hoyle’s career has resulted in award-winning client campaigns across content, comms and now he’s committed to experiential.
LBB> What brought you to XYZ?
James> Across my years spent in PR, I witnessed the industry shift and challenge other disciplines, face challenges around measurement and also get stuck in something of a purpose rut. PR was not going to satisfy me forever, I wanted to work for a culture-led agency and move on from purely PR stunts or films, to experience a new challenge.
LBB> What excites you about the world of experiences?
James> Post-pandemic, live experiences are more recognised than ever before. We talk directly to the audience and you can’t fake it when you have to make it and then invite people to come and experience it.
The reason this industry is so interesting and rich is that you can bring in influences from so many more creative and cultural places and spaces. Everything from architecture to genuine art to storytelling and visuals is up for grabs and it can really have an impact on how the experience is seen – you view it beyond a palette and more as a playground
LBB > Which industries inspire you?
James> The fashion industry is really having a hot moment in terms of the impact and the attention that the catwalk is getting once again. The shows that we are seeing each season are really pushing boundaries.
We’re seeing something similar when it comes to how people are viewing art, with galleries also becoming ever more immersive. Overall, it means the bar is constantly being raised in terms of the audience experience, so the brand activations that we create need to be on a par with these – they cannot be a poor relation.
LBB > Is access for the most sought-after events becoming more democratic?
James> I feel we’ve always been quite democratic when it comes to experiences – access is often determined not by money but by the value that the audience member brings to that particular event – be it in terms of their own influence or the level of fan involvement they have for the brand.
To a degree it has always existed that way, that we welcome celebrities for the footprint that they offer, then creators for their influence, so in that respect, to access some of the very VIP experiences, it may still be determined by a sense of value of audience input.
LBB > Is there a client or a sector you’d like to work with this year?
James> It's such a hard one to answer because you can sometimes think one brand might be really exciting and glamorous, but you can also find joy and learn a different point of view with a brand that you weren’t expecting to get as much from. So, I think you always need to keep that in mind.
I’m interested in further exploring brands that are engaging a new type of luxury consumer and using an experience to create an elevated sense of ‘premium’. There’s such an aspirational feeling that can be created alongside the notion of supply and demand and how you marry then two in a creative way
LBB > And how do you spend your time when you’ve not out creating the best brand activations?
James> As a recent father – I have a seven-month-old daughter – hobbies have taken a back seat recently but she’s already been to a few galleries, so we are starting her off early on the creative thing! Outside of her, the big interests are bikes and sneakers.
