Global live brand agency INVNT has launched its operations in Sydney in a move to address demand in the Asia Pacific region for live brand storytellers.
The Sydney office is being led by managing director Laura Roberts, who has plans to bring the agency’s “challenger” mindset into the region.
“The region’s appetite for progress and development fits with our ‘challenge everything’ mantra perfectly,” she said. “Undoubtedly the biggest market opportunities in Asia are driven by technology and the millennial generation. From that perspective, we see the most exciting opportunity as being simply part of the dynamic mindset that typifies the people and region.”
INVNT made headlines last year for its Samsung's Galaxy Note8 #Unpacked2017 launch event, which was live-streamed on YouTube and involved large-scale digital productions.
In Asia, Roberts and her team will focus on producing the grand opening event for the Atlantis Hotel in Sanya, Xerocon (a 3,000-person event over two days in Brisbane) and their flagship event, TEDxSydney (5,000 people plus a live broadcast across the world). Other clients include Samsung, PepsiCo, Subway and Oracle.
On customising content to the region, INVNT relies on a methodology called INVNTion that develops customized events regardless of country, language, venue or target audience.
“This innovation is one that our clients have come to expect and anticipate,” Roberts said. “It is the key pillar to our personalisation process and launching in Sydney will help us to fulfil our strategy of designing globally and authentically activating locally throughout the region…”
To capitalise on Asia’s millennial market, Roberts will attempt to “empower” her audiences in the region to become storytellers in their own right.
“An inspired audience can be transformed into (instant) advocates and be inspired to share their experiences with their network of friends and influencers. The advent of multiple storytelling media makes it possible to reach both live and virtual audiences simultaneously,” she said. “Using multimedia and social platforms for amplification offers more potential in Asia Pacific than perhaps anywhere else on the planet.”