Posted: Nov 10, 2010
Albert set for new B to A penetration
Ian Irving, John Saunders, Ian Christie and Katie Kenny have today launched Albert – an experience agency that delivers multi platform brand engagement.
Ian Irving, co-founder and director, Albert says: “Over the past year, I’d come to realise that the old agency model is dead and that the term 'experiential' should really be retired, it’s clear that the non descript term is dying and as an industry we should really be focusing on creating experiences at the heart of brand marketing no matter what medium is used. Besides, experiential is so often seen as a discipline aimed at the consumer, but what about the employee and internal audiences? Brands need to give the same level of immersive experience to this audience to ensure internal advocacy. At Albert we don’t do B2B and B2C – we do B2A (Business to All).”
John Saunders, co-founder and managing director said: “We have created Albert to offer brands a way of creating an experience - an immersive, meaningful and relevant connection. By this we mean that whatever the medium, the result for the recipient is an emotional connection to the brand - delivered by an experience.”
Irving continues: “Relevant and compelling brand immersion only comes from genuine insights into the market and customer. Our work is based on high quality insight and objective based planning that result in a multi-platform execution – utilising experts from both within and outside our agency.”
Saunders concludes: “Over the past few weeks we have been testing our approach and brands are very open to our new proposition. We are already working on world-wide marketing strategies and campaigns for a number of high profile brands.”
Saunders and Christie join from Altitude. Altitude staff members have been merged into Albert. All four directors have brought clients to the new agency – these include wagamama and HSBC.