INVNT forms new agency group in APAC

Paige Murphy
By Paige Murphy | 1 July 2020
INVNT Group COO and INVNT CEO Kristina McCoobery and INVNT Group president and CEO Scott Cullather.

Global experiential firm INVNT has formed a new multisciplinary agency group, [INVNT GROUP], which brings together its current portfolio of businesses.

The portfolio currently comprises INVNT, brand strategy firm FOLK HERO, branded content and digital marketing studio HEVĒ, and newly launched creative-led culture consultancy MEANING.

The global offering is headed up by Laura Roberts locally.

She has been named managing director of [INVNT GROUP] in APAC and remains managing director of INVNT APAC.

In these dual roles Roberts will continue to oversee INVNT’s rapidly growing expansion in the region, ensuring clients receive the "high-quality" live brand storytelling counsel and expertise the agency is known for, and also rolling out the group’s complementary services so that they are provided in addition to, or independent of, those of INVNT.

Roberts says the agency has had great success over the last three years since opening its doors in the APAC region.

“Now we’re building on this with the launch of [INVNT GROUP], a move that enables our local team to respond to clients’ rapidly increasing requests for our non-live and integrated campaign expertise through the provision of compelling BrandStory solutions across every stage of the storytelling cycle," Roberts says.

The launch sees an additional two senior appointments in the region.

INVNT executive creative director Adam Harriden has been named ECD for [INVNT GROUP] APAC, and Fiona Pullen is stepping up from executive producer to director of production, INVNT APAC in response to an exponential increase in demand for the agency’s services.

“I am thrilled to have Adam and Fiona, who are integral members of our APAC team, fulfil these newly formed strategic positions,” Roberts says.

“Working closely with his global counterparts, Adam will oversee all creative direction for the [INVNT GROUP] portfolio in APAC, managing the output of captivating brandstories that exceed clients’ expectations and those of their audiences across every platform.

"An inspiring leader and mentor to many, Fiona is responsible for leading INVNT’s fast-growing team of producers, ensuring the highest quality live physical and virtual output.”

The group's president and CEO Scott Cullather says the decision to launch the group comes from an increased desire from clients to streamline their agency relationships.

“Every organization we meet wants less layers, fewer gaps, less big agency red tape, and a higher caliber of consistent, integrated storytelling across every audience," Cullather says.

"So, we’re building and investing in an offering that enables forward-thinking brands everywhere to drive deeper relationships with the audiences that matter most to them, anywhere.

“With INVNT we’ve always partnered with global brands to express their brandstories live and authentically in region, and we will continue on this path with [INVNT GROUP], curating the best people for each project irrespective of their location, and providing clients with the opportunity to build a tailored solution where they can work with one, some or all of our disciplines as an integrated team.”

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