Strata, part of The Strata Group has announced its partnership with ICE, the global community of corporate event planners.
As part of the ICE26 programme, the agency will support the community by hosting campfire discussions at ICEXTRA in Zurich and at ICEAWARDS & Conference London. The Strata team will also attend ICEAWARDS and Conference in New York.
Cole Mulkerrins, CEO of Strata, said: “The Strata team are excited to be part of such an engaged community of international event professionals and to have the opportunity to facilitate conversations on key industry topics and pain points throughout the year, alongside celebrating fantastic work at the ICEAWARDS. Our insight-led approach is a perfect match for this forward-thinking organisation.”
Anita Howard, Strategy Director at ICE, said: “We’re delighted to welcome Strata as a sponsor of ICE26. As an award-winning brand experience agency working across live, virtual and hybrid formats, Strata brings an insight-led, collaborative approach to creative strategy, experience design and delivery, with a clear focus on business outcomes. We’re pleased to be collaborating with them as part of ICE26.”
With #BetterTogether as its mantra, ICE’s year-round initiatives to recognise, reward and inspire event planners align closely with Strata’s insight-led approach, giving the agency a strong platform to lead meaningful industry conversations and celebrate outstanding work throughout ICE26.
Strata, part of The Strata Group, has been named as a supplier on Crown Commercial Service’s (CCS) RM6364 Media and Creative Services framework, Lot 6 (Events). The appointment recognises Strata as a valued international delivery partner for UK Government departments and public sector organisations.
Being named on Lot 6 – Events means central Government bodies and wider public sector organisations can procure Strata for the delivery of major, complex and high-profile events. It reflects Strata’s proven ability to operate at international scale, combining specialist Group expertise with robust governance and operational control.
Cole Mulkerrins, CEO of Strata, said: “Being named on CCS’s RM6364 framework is a significant milestone for Strata. It reflects the strength of our people, our operational rigour and our ability to deliver complex programmes with confidence and care. The framework creates a clear route to new opportunities across central Government and the wider public sector and we look forward to supporting programmes that truly matter”
Government and public sector delivery is a core pillar of Strata’s business. The agency continues to invest in senior leadership and specialist capability to support complex, high-profile public sector delivery at national and international scale.
Megan Mulholland leads Strata’s Government and public sector activity, working alongside senior leadership to drive growth, shape strategy and oversee delivery across a wide portfolio of public sector programmes. With more than a decade of experience delivering large-scale public engagement and infrastructure-related events, Megan has led programmes across transport, regeneration and public policy for a range of Government departments and public bodies, directing multidisciplinary teams and complex stakeholder environments.
She added: “This appointment is a testimony to the way we approach public sector delivery at Strata. What’s most exciting is the breadth of opportunities this creates and the chance to keep growing our capability, our network and our impact on an international scale.”
Being named on the framework builds on Strata’s, and the wider team’s, long-established track record of delivering Government and public sector programmes and sits alongside a growing portfolio of public sector frameworks. This appointment builds on experience that is deeply embedded in the business and strengthens Strata’s ability to support Government clients through long-term, high-impact partnerships.
This growing portfolio demonstrates Strata’s continued commitment to strategic growth through trusted, long-term public sector partnerships, supported by highly experienced teams who are motivated by the opportunity to deliver programmes of national importance and lasting positive impact.
CCS supports the public sector to achieve maximum commercial value when procuring common goods and services. In 2024/25, CCS helped the public sector to achieve commercial benefits equal to £5.3 billion – supporting world-class public services that offer best value for taxpayers.
Strata, the award-winning brand experience agency group, has acquired Wonderland, a female-led London-based experiential event production agency delivering creative events and experiences for global brands.
Founded in 2008 by Lora Lutostanska-Enthoven, Wonderland has become a trusted partner for brands such as Amazon, Red Bull, SHEIN, Microsoft, Tik Tok, Vinted, L’Oréal and HubSpot. In the last two years, the agency has delivered hundreds of events across Europe, the US and APAC, bringing deep expertise in tech, beauty, finance, fashion, media and FMCG.
Wonderland is a creative events agency that designs immersive experiences that elevate brand identity. Working across live, narrative and execution, they translate strategy into culturally relevant moments, delivered with precision, scale and creative control. Operating globally, Wonderland has led complex, high-impact productions that unite visionary creative thinking with rigorous delivery. From immersive brand moments to large-scale international activations, their work is defined by originality, clarity and cultural intelligence, creating disruptive experiences that inspire and endure.
The acquisition adds further creative firepower and experiential design expertise to Strata, opening up new sector opportunities and high-level briefs. It increases capacity across the group and supports Strata’s strategy to diversify its sector mix and reduce risk by broadening its client portfolio.
Founded by Lora Lutostanska Enthoven, Wonderland is guided by an overarching strategic and creative vision that continues to shape the agency today. The agency is led by Managing Director Luisa Caro, supported closely by Executive Director of Creative Events Susanne Lumb. Together with a multidisciplinary team of producers, designers and creatives, they have built a culture where ideas and craft lead every project. Wonderland is built by people who understand culture, shaping ideas into experiences that hold attention and leave a mark.
Simon Hambley, Group CEO of Strata, said:
“Wonderland is a business we have admired for some time. Luisa, Susanne and the team have built a female-led agency that combines creative bravery and design craft with commercial focus, proven on some of the most exciting brands in tech, fashion, beauty and FMCG. Bringing Wonderland into the Strata Group deepens our creative offer, gives clients access to a bigger, more diverse team and broadens the sectors we can support. By bringing Wonderland into the Strata family, we’re backing an entrepreneurial, creatively led team and giving them the additional support and capabilities that come with being part of a wider group, enabling them to grow their reach and strengthen their position in the market.”
Lora Lutostanska-Enthoven, founder and outgoing owner of Wonderland, said:
“I built Wonderland outside the noise, not to chase relevance, but to shape it. It’s always been about instinct, ideas and being disruptive. Building something that lasts means building the right team around you: talented creative people with taste, judgement and the confidence to challenge, and trusting them to carry the work forward as it grows. Time in this industry teaches you what adds value and what quietly takes it away. Growth only matters when it sharpens the work and protects the people; anything else is just expansion without intent. This next chapter is about focus. In Strata, we’ve found a partner that understands experiential, and will protect the culture and the craft as we grow. Wonderland moves forward intact. The work stays dynamic. The culture holds. And the standard is non-negotiable, because that’s how you build something that outlives you.”
Strata, the award-winning brand experience agency group, has appointed Michael Wyrley-Birch as president and group managing director, Growth and Strategy, a newly created role designed to accelerate the group’s next phase of growth.
Wyrley-Birch, former CEO of Omnicom agencies TRO Group and Story House in Los Angeles, will join the Strata Group leadership team and take responsibility for shaping and embedding the group’s market proposition, growth strategy and client-facing culture. He will act as the mission holder for Strata’s go-to-market approach, ensuring it is clear and relevant to meet client needs across all brands in the group.
A strategic leader with a track record in building profitable businesses across multiple markets, Wyrley-Birch believes in the power of people, collaboration and innovation to unlock an organisation’s full potential. At TRO, he was instrumental in establishing the agency as a leading independent experience business in the UK before its sale to Omnicom Group. He then spent ten years scaling the business under Omnicom ownership, leading TRO’s evolution into a truly global business.
His experience within a large agency network, building successful collaborative teams, integrating businesses and growing clients internationally, along with deep sector expertise including automotive, will be a key asset as Strata continues to scale. He also brings significant experience helping organisations navigate change, from mergers and international expansion to service transformation and the adoption of AI.
In his new role, Wyrley-Birch will operate as a peer to Group CEO, Simon Hambley, and COO, Phil Staines. He will focus on the external-facing, growth-driving agenda, complementing Staines’ focus on strategy execution and operational delivery.
Michael Wyrley-Birch said: “I’ve followed Strata’s momentum closely and have been consistently impressed by the ambition of the Group and the calibre of its people. With clients demanding greater agility and sharper strategic thinking, Strata’s integrated capabilities enable us to create more impactful solutions. At a time of rapid change for brands, I’m excited to help deliver innovative and relevant solutions alongside Simon and the wider team.”
Simon Hambley, Group CEO of Strata, said: “I’m delighted to welcome Michael to the Strata Group leadership team. His record in scaling and integrating agencies globally speaks for itself, and his belief in the power of people, collaboration and innovation fits perfectly with our culture. Michael’s ability to build clear propositions, unite teams and help clients navigate complex change is exactly what we need for our next phase of growth, keeping our go-to-market strategy sharp and our client experience forward-thinking and commercial.”
Strata, the brand experience agency within The Strata Group, has strengthened its automotive capabilities with the appointment of Louise Smith as Client Services Director, automotive.
The new role underlines the growing importance of automotive within Strata’s growth strategy and its investment in a specialist division for the sector.
Working alongside group head of automotive, Paul Banham, Smith will lead client services for a portfolio of automotive brands.
She will be a central point of contact for clients, ensuring they receive consistent, strategic support from brief through to delivery and helping to sharpen Strata’s automotive proposition.
Smith brings more than 20 years of automotive experience, built predominantly agency side.
She has worked across brands including Volvo, BMW and General Motors marques, leading marketing programmes, pan-European campaigns and major product launches which includes the New MINI. Her career has focused on building long-term client partnerships and delivering campaigns that drive measurable results.
Smith said: “Automotive has been the thread running through my entire career. I have grown up in this sector, from hands-on marketing through to leading integrated campaigns across multiple brands. Strata already has an incredibly strong foundation in automotive, with an experienced team and a client list that spans some of the most exciting brands in the industry.”
She added: “My focus is on understanding where we can add even more value and creating experiences that deliver real commercial impact for our clients and their retailer networks.”
Smith’s appointment builds on the creation of Strata’s dedicated automotive division in 2024, launched in response to increased demand from a growing client portfolio that includes Polestar, Volvo, Renault Group, OMODA JAECOO and brands within the Stellantis group. Automotive is now one of several strategic pillars being championed by Strata’s senior leadership.
Cole Mulkerrins, CEO of Strata, added: “Louise’s arrival is an important next step in our automotive growth. She combines deep sector knowledge with first-class client service experience and will help deepen relationships with existing clients and ensure Strata is positioned as the agency of choice for automotive brand experiences.”
Strata, the brand experience agency which is part of the Strata Group, has reinforced its commitment to growth in the pharmaceutical sector with the appointment of Vicky Fraser as Head of Pharmaceutical Growth.
Vicky has stepped into a newly created senior role designed to sharpen the agency’s focus on healthcare and pharmaceutical clients. With more than two decades of experience delivering international pharmaceutical events, she will lead the development of Strata’s pharmaceutical proposition, drawing on deep sector knowledge and long-standing client relationships to shape a distinct offering in an increasingly competitive market.
Vicky has worked with leading pharma companies including Allergan and AbbVie during her 11 years at Strata, overseeing international congresses, sales conferences and global meetings.
“My whole career has been in pharma events,” explained Vicky. “I’ve grown through every stage of the industry, from hands-on logistics to leading global congresses with 900 delegates from 50 countries. This new role is an exciting opportunity to build on the strong foundations we have at Strata, using that experience to deliver even greater value for our clients. We’re already working with some of the world’s leading pharmaceutical companies, and my focus is on amplifying that success, clearly communicating what makes our approach unique, and driving continued growth for the agency.”
The move reflects Strata’s broader growth ambitions. Pharma is one of several strategic pillars being championed by a senior leadership team dedicated to expanding the agency’s client base across key sectors.
Cole Mulkerrins, CEO of Strata, commented: “Vicky’s appointment marks an important milestone in our growth journey. Her track record and credibility in pharma are second to none and she brings both the insight and the passion needed to elevate our presence in this sector. This is about more than winning new business. It is about building on the strong foundations we have already established, showcasing the work we deliver for leading pharmaceutical clients and carving out a lasting position for Strata in healthcare and pharma.”
Strata is planting its flag in the Middle East, not with fanfare but with purpose. Gabriella Duranti-Hey, our Senior Account Manager, has relocated to the region to dig in: to meet clients, open conversations, assess what is possible, and lay the groundwork for a long-term presence.
This is the first step in our international growth journey. We want someone on the ground who knows the terrain. We want to understand, up close, what clients in pharma, medical aesthetics, luxury, automotive, technology and finance need from us.
Gabriella puts it simply: “Clients have been asking when we would be here. Being here lets us see where we can add real value. It is more than a gesture, it is our chance to build deeper connections.”
We did not arrive at this lightly. Months of research and planning in 2024 have shaped our strategy. Embedding locally is not just about proximity, it is about insight. We want to grow in ways that feel authentic to who we are and useful to those we work with.
Cole Mulkerins, our CEO, says: “Expansion is not just geography. It is about relationships, opening new doors, and growing sustainably. Having someone on the ground gives us agility and clarity as we move forward.”
The Middle East is more than a destination. It is a bridge and a launchpad for future growth across Asia Pacific, North America and Africa. There is more to come.
Brand experience agency, Strata, conceptualised and delivered Powered by Nature: Allure Through a Bee’s Eyes at London’s Saatchi Gallery.
Powered by Nature, presented by Peugeot, is an experience where nature and innovation come together.
Drawing on Peugeot’s pioneering project of the same name, the world’s first photoshoot powered entirely by plants, soil, and water, this installation invites visitors to see the natural world through the eyes of bees. The installation challenges visitors to see the world differently and reimagines how brand experience can connect innovation, sustainability and creativity.
Commissioned as part of Peugeot’s brand repositioning as a forward-thinking technology brand, the installation offers a bee’s-eye view of the natural world and blends science, art and biophilia in a journey that moves from human sight to ultraviolet vision, revealing the hidden signals bees use to navigate and survive.
At the heart of the experience is a bespoke dome installation, enhanced with UV-reactive planting, immersive soundscapes and a biophilic wall.
These elements combine to evoke a rich sensory world alive with unseen patterns and pulsing energy. Also featured is imagery from the original Powered by Nature photoshoot by specialist photographer George Williams, which inspired the experience.
Powered by 30 microbial fuel cells developed by Nova Innova, the shoot drew electricity from plants, water, soil and organic waste. A living light module captured energy from photosynthesising plants, storing it in rechargeable batteries.
Strata’s creative and production teams worked closely with Nova and photographer George Williams to bring this vision to life, drawing power from living plants, water and soil to illuminate the shoot.
The installation was carefully adapted for the indoor gallery setting, maintaining a focus on sustainable design throughout. Also featured is work by contemporary artist Boo Saville, whose practice explores transformation and the natural cycles that connect all living systems.
Matt Cole, executive creative director at Strata said: “At the heart of the Peugeot brand is the concept of Allure. The partnership with the Saatchi Gallery and their Flowers season gave us the perfect opportunity to create an experience that shows the power of Allure within nature.”
He added: “By shifting the perspective to a bee’s-eye view, we were able to tell a story about the natural world, technology and perception that feels both unexpected and completely in tune with Peugeot’s values.”
In a world where £20 billion is lost annually to the UK’s “distraction economy,” brands can no longer afford to rely on outdated audience segmentation. At our recent Making Moments Matter event, we brought together industry leaders from Publicis Groupe, Mindscope, Convene, and Belmond to challenge the status quo and explore how brands can create truly resonant experiences.
Here are the five key takeaways from the event that are reshaping how we think about audiences:
Forget rigid personas. Today’s audiences reject being boxed in by age, job title, or demographic profile. Instead, they crave experiences that reflect their individuality and intent.
“Rather than segmenting groups and individuals, we just say we’re curators of experiences.” – Perrine Chapelain, Belmond
By shifting from static segmentation to dynamic co-creation, brands can build moments that feel personal, relevant, and emotionally resonant.
62% of consumers feel misunderstood by brand messaging. Why? Because personalisation has become too prescriptive. The future lies in collaboration; inviting audiences to shape the experience with you.
“It’s a collaboration… we’re studying the behaviours of our individual guests.” – Perrine Chapelain, Belmond
When people feel part of the process, the experience becomes theirs and that’s what makes it memorable.
AI is a powerful tool, but it’s not the whole solution. Without human context, data lacks meaning.
“The role of quality, foundational research into these models – human research – is going to be the differentiator.” – Phil Sumner, Publicis Groupe
To truly connect, brands must blend data with empathy, intuition, and real-world understanding.
80% of purchase decisions are driven by emotion. That’s why designing around mindset and purpose is more effective than relying on fixed roles or labels.
“The buyer might be the same person, but where they’re booking a training or a large–format event or something massive and experiential… what they’re trying to solve for is a set of people behind them who have different states, and different mindsets.” – James Frankis, Convene
Understanding the emotional and situational context behind decisions allows brands to stay relevant and human, no matter who walks through the door.
Culture isn’t created in boardrooms. It’s shaped by communities, creators, and shared experiences.
“Culture can’t be forced… Platforms are only as good as their creators and audiences…You can’t fake it. You can’t push it.” – Lea Karam, Mindscope
Brands must show up authentically, listen actively, and earn their place in cultural conversations, not lead them.
The experience economy is evolving. To stay ahead, brands must embrace co-creation, emotional intelligence, and cultural humility.
Download the full report here.
If you’re keen to explore how you can apply these insights to your own brand experiences, our team would love to help. From strategy to creative delivery, Strata is here to turn these ideas into impactful action.
Every brand touchpoint is a moment that matters. A chance to strengthen your message with clarity and relevance. To make your audience feel like they're part of something extraordinary, get in touch.
