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Ex-Beatwax MD launches agency

PS Live will focus on brand experience work as part of wider media campaigns.

Michael Brown, who stepped down as managing director of Beatwax in 2011, has resurfaced with new agency PS Live.

The firm has been soft trading in the UK as JJP for the last 12 months but launches at PS Live this week with a network of offices in London, Madrid, Paris, Hamburg, Brussels and Helsinki.

It will focus on brand experience work as part of wider media campaigns.

Clients already in its portfolio includes 20th Century Fox, Canon, Sony, Adidas and Allianz. With Fox, it has worked on marketing for new animated release The Croods [pictured].

The new agency will work in partnership with Posterscope to integrate live brand experience content into wider media campaigns.

Brown, the UK managing director of PS Live said: “We will take an entirely new approach to experiential campaigns.

“Our combined offer is unparalleled in the market and allows us to deliver an even more meaningful connection between our client’s brand and its consumers. By drawing on extensive research and consumer data, insight will be used to help us arrive at the creative solution.

“Experiential will be given a more central role in wider campaign development and… will lead the OOH campaign in many cases.

“PR hooks will be built into the strategy from the start to deliver earned media, and social media chatter will be monitored and tracked continuously, again using our own proprietary tools.”

Brown left entertainment marketing film Beatwax in December 2011 after 12 years at the firm, where he worked with clients including 20th Century Fox, Disney and Warner Bros on global launches for films such as The Chronicles of Narnia, The Simpsons Movie and Up.

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