Two months ago, WPP’s The&Partnership, launched its new &Toyota agency network. It has now added another agency to it portfolio, the brand experience agency, Muster.
The agency group has brought in Tom Rutter and Alec Braun, formerly joint managing directors at Engine’s Slice, to help it launch the integrated live events agency “aimed at bringing brands and people together through unmissable experiences”.
Braun, who will become co-founder and creative director, described Muster’s mission as “to redefine the industry by delivering truly memorable experiences not only for those that are there but also those that aren’t.”
The agency will work with specialists within The&Partnership’s group to integrate live events with the other marketing channels, from advertising and digital engagement to influencer marketing and PR.
“Creating unmissable experiences is as much about nurturing a want to be there as it is about bringing together remote audiences. This is the driving force behind our shared ambition with The&Partnership to reimagine the industry and redefine live events,” Braun stated.
Tom Rutter, Muster co-founder and managing director, added, “The&Partnership has been making waves with its progressive new agency models and fast growth. We wanted to be part of that, and couldn’t be more excited to make it a reality with Muster. As brand experiences, audience participation and user-generated content continue to grow in influence, we’re delighted to be working with an agency group that can help us supercharge the experiences we create – harnessing their media and digital engagement nous to reach massive audiences both on and offline.”
Rutter and Braun come with expertise in experiential marketing, from their four years working for clients at Slice like Google, Twitter, YouTube, Nike, Coca Cola, Lynx, Santander and BUPA.
Both began their careers at Jack Morton Worldwide before they completely overhauled and repositioned Slice, transforming it into a top-20 agency and delivering significant growth.
The&Partnership founder, Johnny Hornby, commented, “In the modern marketing landscape, brands need to ‘do’, not just ‘say’ – the success of campaigns like our Lexus Hoverboard Project are testament to that. And in 2017, as live video gains traction, that need is only going to get bigger. Tom and Alec are consummate events experts with an incredible portfolio of work and great business acumen as well as creative prowess, and we’re delighted to be working with them to launch Muster.”
The&Partnership now houses 15 agencies on four continents, with capabilities in creative, design, media planning and buying, content, PR, influencer marketing, data analytics and CRM.
