Strata acquires Trinity Event Solutions, the venue procurement and event management agency, cementing its commitment to providing clients with full-service support and delivery.

This latest acquisition boosts Strata’s ambitious growth plans to strengthen and broaden its client offering, adding new divisions and businesses to the group that complement the agency’s already wide-ranging breadth of services.

Founded in 2006 by Jacqui Kavanagh, Trinity Event Solutions is a venue finding agency with extensive experience and a strong customer base in the pharma, legal, financial and retail markets.

Simon Hambley, CEO of Strata, said: “I am incredibly excited and proud to be bringing the amazing Trinity team into the Strata Group family. We have been considering a partnership acquisition in the venue search and management sector for a while, not only to meet growing client needs but to capitalise on an area we haven’t touched on much in the past: Strategic Meetings Management.”

Hambley continued: “We have worked with Jacqui and her team for some time now, and recognised that Trinity’s drive for quality, responsiveness and customer service matched our own. A strong cultural fit and ethos are so important in today’s modern business world that this new partnership feels right. It gives the Strata business access to experienced talent and technology and greater bargaining power and scale, meaning we can go to market and offer strategic meetings management services at volume.”

Jacqui Kavanagh, founder and CEO of Trinity Event Solutions, added: “I have known Simon and the Strata team for many years and have admired their approach and passion for excellence in how they operate their business.

“I am really excited for the Trinity team to become part of the Strata Group, as they truly reflect the cultural values that have underpinned the journey that Trinity has been on for 17 years.”

Trinity Event Solutions prides itself on working as a seamless extension of any team and boasts many long-standing global clients, thanks to its strong client focus and team of experts who have devoted years to forging lasting relationships.

Strata serves its extensive portfolio of clients by offering a broad range of event services, including creative, design, planning and execution expertise, but continued client wins have driven demand for venue search and management. By acquiring Trinity Event Solutions, Strata can further develop an exciting blueprint for its future.

Hambley added: “The timing of this acquisition is set for the true re-emergence of business event planning post-pandemic. The international business meetings markets are forecast to double in size over the next eight years and the winning combination of Strata and Trinity is ideally placed to service the conference, congress and strategic meetings management markets as they hit their stride.”

Tracy Winsworth, MD of Trinity Event Solutions, commented: “The Trinity team and I are ready to grow and take our next step. Joining the Strata Group will accelerate this growth and I am sure our venue sourcing and procurement expertise will strengthen the group’s position in the market and stand it in good stead for the future.”

Strata’s acquisition of Trinity Event Solutions follows its acquisition of On Event Production in April 2023 and more recently, its recent appointment of Caroline Lumgair Wiseman as group head of strategic meeting solutions.

Lumgair Wiseman will work closely with the Trinity Event Solutions team as she has been specifically tasked with helping Strata build a stronger meetings management proposition to directly meet client demand.

EDGE Venues will remain independent and continue to be led by Jacqui Kavanagh. She will maintain collaborative relationships with both Trinity Event Solutions and Strata.

Endellion King joins Strata as Head of Incentives to develop the organisation’s in-house incentive offering further.

Strata, the award-winning brand experience agency, has appointed Endellion King as Head of Incentives, tasked with further developing and growing the organisation’s in-house incentive offering.

King’s appointment is the result of significant client growth and a continued demand for a creative and bespoke reward and recognition and incentive offering.

King has over 15 years of experience in the live events industry and joins Strata from Top Banana, part of the TBA Group, where he was Director of Reward and Recognition. His previous experience has seen him enjoy various event and operational roles at Crown, before Crown became part of Strata, and AddingValue.

Simon Hambley, CEO of Strata, said of King’s appointment: “I have worked alongside Endellion in a previous role, so I’m thrilled he’s joining us. With the launch of Sherbet and the increasing demand from clients for bigger, better and more creative incentive events, there is no better person to head up our incentive team than Endellion. He lives and breathes incentives and is incredibly passionate about his work. He is an exciting addition to our team, someone who will champion the value of incentives and the capabilities within Strata to our clients.”

King said: “Strata has entered an incredibly interesting and exciting period of growth and so I am thrilled to be joining at this time.

“The incentives industry is changing constantly, and clients are seeking fresh and innovative ways to incentivise their teams all the time.

“In my new role, I’m looking forward to collaborating with the wider Strata team, to progress their forward-thinking approaches to live events, incentives, rewards and recognition and to enhance their already impressive offering. With the recent launch of Sherbet, and its exponential growth, the timing couldn’t be more perfect.” 

King will take over the role previously held by Mike Parrott, who will be moving over to become Managing Director of Sherbet, a brand new rewards and recognition platform, which sits within the Strata Group.

With the launch of Sherbet, and the acquisition of Endellion, Strata’s ability to offer clients added value is further strengthened through their offering of end-to-end support with client’s rewards and recognition delivery. 

Strata, the award-winning brand experience agency, has appointed Matt Cole as Executive Creative Director. Matt has been brought in to further Strata’s in-house creative offering. 

On his appointment, Matt said, “I’ll be building and leading a team of creatives and designers to collaborate with production and strategy in conceptualising and realising brand-defining moments for our clients across every touch point from content development through to event design and post-event engagement.”

“In an environment where audiences are overwhelmed with brand communications when so much of it fails to land or create genuine, emotional engagement, the passion of the team at Strata to create enduring, personal memories, tangible moments of wonder, is something I’m inspired by and excited to be a part of.”

Giles Cattle, Director of Strategy, Creative and Business Development at Strata, said of Matt’s appointment: “We are thrilled to have Matt join our team here at Strata as our new Executive Creative Director. His track record of designing award-winning creative, campaignable, content across multiple channels fits perfectly with our aim to help brands get closer to their audiences through integrated brand experiences.”

Strata appoints Caroline Lumgair Wiseman as Group Head of Strategic Meeting Solutions, a new position created to develop Strata’s Strategic Meetings Management (SMM) offering.

Lumgair Wiseman has specifically been tasked with helping Strata to build a stronger meetings management proposition to directly meet client demand. In her new role, she will draw upon her extensive experience in global venue sourcing, event management, and high-end experience design, advising clients on all aspects of event strategy and working within the wider group, devising future growth plans.

Simon Hambley, CEO of Strata, said of Lumgair Wiseman’s appointment: “Caroline is a well-known and respected figure to many in the industry and I’m delighted she’s chosen to join Strata. She has considerable experience in the world of events, which I have no doubt she will bring to Strata at such an important time for the business.”

Hambley continued: “Strata has long held the ambition to be in the Strategic Meetings Management (SMM) space, supporting clients such as Allergan and Dentons with their global programmes helping them to make the most effective use of their spend and resources on their meetings and events programming. Caroline’s global experience, industry connections and entrepreneurial mindset enable us to put all the right elements in place to operate in this space, on a global scale.”

On her appointment, Lumgair Wiseman said: “I have a huge amount of respect for Simon and all that he and his team have achieved at Strata. Ambitious plans are in place for future growth and I’m honoured to be included in the team and excited to get to work to help deliver on those goals. I’m looking forward to collaborating and contributing to the ongoing success and evolution of Strata, as the company continues to excel in this innovative industry.”

We have announced several high-profile senior appointments this year, including Kevin Robinson as group head of strategic accounts and Phil Staines as chief of staff.

  • Strata launches bespoke platform
  • Major new proprietary technology product developed in-house by Strata
  • Sherbet set to disrupt traditional rewards and recognition market
  • Strata continues growth through innovation and product development

Strata, the award-winning brand experience agency, has designed and developed a bespoke rewards and recognition platform. Called Sherbet, the proprietary technology product has been developed by Strata’s in-house team of experts who have a deep understanding of product innovation and the agency and incentive markets.

Sherbet will strengthen Strata’s portfolio of reward, recognition and retention programmes, expanding the agency’s ability to deliver clients more value-added benefits.

The platform is the culmination of almost two years of work led by Mike Parrott, a veteran of incentive and rewards programmes and Head of Performance Improvement & Incentives at Strata.

He said: “What’s different about Sherbet is that it has been built from scratch, starting with a clean sheet of paper. We were able to rethink what a rewards and recognition platform should be and that has resulted in some unbelievably exciting results. The technology combines a perfect blend of calculation algorithms and AI to truly influence the behaviours for success at a uniquely individual user level. It’s perfectly structured to enable businesses to self-service their campaigns with speed and ease, ensuring cost of delivery can be at its lowest, whilst impact on company performance is at its highest. The potential of our platform is incredible and will disrupt the traditional rewards and recognition market.”

Strata has invested considerable time and resources into Sherbet, therefore, a dedicated team will harness the platform’s capabilities and operate as a separate division within the growing Strata Group.

Sherbet will strengthen Strata’s position within the market as a single touchpoint agency that can deliver a full-service offering to clients.

Simon Hambley, CEO of Strata, said: “Developing and launching a whole new service offering and division isn’t easy but it’s hugely exciting for the business.

“Sherbet’s development is perfectly timed and sits within our ambitious plans and company vision. We want to continue striving for our clients, developing ideas and products that help them achieve their goals. We want our clients to see us as the leader in our field, driving maximum value and ROI from their budgets.”

Hambley continued: “In today’s competitive marketplace, recognition and retention is harder than ever but that’s where Sherbet can help and why it’s been developed.

“We saw a need for a full end-to-end performance improvement product that was both user- friendly and affordable, so we took the opportunity to talk with clients and build a solution that meets the needs of our customers.

“Furthermore, Strata continues to grow through innovation as well as acquisition and that puts us in an advantageous position.

“Innovation is vital if we are to continue to keep our place at the top table and meet the opportunity of growth in live events that is forecast over the next five years,” Hambley continued.

Thanks to micebook, Event Industry News, and StandOut Magazine for their press coverage on this. To view the coverage, follow the links below.

Brand experience agency Strata has launched a specialist automotive division, dedicated to meeting the growing needs of its extensive automotive client portfolio, which includes brands such as Lotus, Renault, Alfa Romeo, Citroën, Fiat, Jeep, Peugeot and Vauxhall.

Paul Banham has been appointed group head of automotive and will head up the new division, reporting to Cole Mulkerrins, Strata’s director of client services.

Strata said the division has been launched in direct response to increasing client demand for instant and consistent support and specialist services, strengthening its reputation as agency of choice in the automotive sector.

“We have a long history of working within the automotive sector, with a highly experienced team delivering automotive events and brand experience campaigns,” Banham explained.

“We are bringing this experience into one group to create a division solely focused on the automotive industry that provides our clients with focused experience and expertise, offering deep knowledge and understanding of their sector.

The creation of the automotive division enables the team to immerse itself deeper into the industry, providing clients with a deeper sense of value-add.”

Mulkerrins added: “We have had automotive experts entrenched within our organisation for years, but the creation of this dedicated automotive division cements our intentions as an agency. It gives our clients assurances that their accounts are being managed by the brightest minds, who understand the world of automotive and are devoted to delivering moments that matter for the client.

“The creation of the new division also bolsters our position in the marketplace as an agency that is on an upward trajectory. I’m really looking forward to growing the division, working with Paul and the wider team to develop our offering and to increase our visibility within the automotive sector.”

Thanks to micebook, Event Industry News, Prestige Events Magazine and StandOut Magazine for their press coverage on this. To view the coverage, follow the links below.

In an age where technology often takes centre stage, it’s easy to overlook the essence of human connection. But in the realm of events, the tide is turning. We’re thrilled to announce the release of our much-anticipated 2024 Trends Report, ‘Back to Human’, which delves deep into the evolving landscape of event experiences. 

Over the last year, we’ve engaged and collaborated with countless event and marketing professionals through our Making Moments Matter insights series, sparking conversation and debate around key topics in the world of audience engagement and event marketing. 

The findings we’ve uncovered may surprise you. In a world inundated with technology-led experiences, our research reveals a resounding call to re-prioritise ‘human-first’ strategies. It’s not about the latest gadgets or flashy gimmicks; it’s about meaningful connections and personalised journeys. 

2024 is poised to be the year where authenticity reigns supreme. It’s a time to rediscover the power of face-to-face interactions, and the magic of shared experiences. But how do we navigate this shift back to a human-first approach? 

Our Trends Report offers invaluable insights and actionable strategies to help you craft experiences that resonate on a more personal level making every moment matter, and how technology can help leverage that. We highlight the importance of making your live events more about personalised experiences, facilitating many meaningful connections between people, and creating more human-driven moments. 

So, are you ready to embrace the human side of events? Download your copy of the 2024 Trends Report, ‘Back to Human’, and prepare to redefine the future of events. Together, let’s make Every Moment Matter. 

Strata has appointed Phil Staines as Chief of Staff, a newly created role that will see Staines assist the agency with strategy development, organisational structure and process, and continued expansion plans.

Staines, who has vast live events and agency experience, will assist the agency’s board, helping it to shape, prioritise and execute strategic business initiatives, including acquisitions and proposition development.

The former Chief of Staff at brand experience agency FIRST, Staines joins Strata following roles at BCD Meetings and Events and Grass Roots also.

He will report directly to Simon Hambley, CEO of Strata, who explained that Staines’ understanding of the sector is a huge win for the agency.

Hambley said: “Phil joins Strata at an incredibly exciting time. He will be working on a variety of tasks, helping us to achieve our ambitious business goals and ensuring slick communication and collaboration across the Strata portfolio and all departments.

“Phil is no stranger to the live events industry so I am certain that his knowledge and comprehension of our exciting sector means he can hit the ground running and help us to achieve amazing things.”

Hambley continued: “Phil’s skill set complements the wider Strata team. I am looking forward to seeing how he can work with the board and push us on our journey, ensuring optimal performance at all times by supporting colleagues, applying critical thinking and inspiring effective decision-making.”

Staines said of his appointment: “I am thrilled to be joining Strata at this exciting juncture, in what promises to be a real time of change and innovation for the Events industry. 

One of the things I admired most about Strata is the exceptional reputation it has, which is driven by a truly passionate team. You don’t often get a chance to work with great people, who want to do some great things, so I am excited to get going.

Strata is well placed to help its clients navigate this changing landscape, and I am looking forward to helping the Strata board bring to life some of the ideas and propositions we have in the pipeline!”

• Multi-channel activity “enriching” lives of target market
• UGC and Instagram at the heart of the strategy
• Peugeot enlists brand experience agency Strata to deliver B2C experience

Peugeot’s latest brand activation has adopted a “more modern” approach to marketing that is more customer-centric and less metric-driven.

Kris Cholmondeley, Marketing Director at Peugeot, said that the “time-limited nature of physical-only events” led the car marque to purposefully expand its most recent multi-channel brand campaign into the digital space, extending the live element of the activation’s value and broadening its reach.

Peugeot enlisted the expertise of brand experience agency Strata to design and deliver its Inception at Outernet experience at London’s latest immersive entertainment district Outernet, as part of an ongoing two-year experiential campaign running in the UK.

“Only 40% of people in the UK are car enthusiasts and only 6% of the population is in the market for a car at any one time,” explained Cholmondeley. “We wanted to find a hook that appealed to 80-90% of that market.”

He continued: “We all get bombarded by too much intrusive marketing, so it was important that we devised an activation that enriched the lives of our audience and did not intrude.”

Cholmondeley added: “From our research, we found that the average person in the UK takes 2,000 photos on their phone every year, but few know how to do this well. Taking photographs of things we see is such an intrinsic part of our life. We identified a clear opportunity to create a campaign that spoke to our audience through photography and by delivering free photography masterclasses. It was the perfect medium to highlight Peugeot’s stunning design and the quality of our products, and it allowed our audience to discover the brand in a more organic, and less intrusive, way.”

Peugeot’s knowledge of the marketplace informed its communication strategy. It knew that photography was key to the campaign’s success and that consistent communication was vital if it wished to create an authentic and relevant brand-first, product-second activation.

Strata’s experienced team – headed up by Giles Cattle, Director of Creative and Strategy at Strata Creative Communications – developed, designed, and delivered the creative concept, content, and activation.

Cattle said: “The Peugeot experience featured multiple touchpoints that worked for multiple audiences, maximised ROI and generated valuable user-generated content (UGC). Consumers, press and content creators all had enriching and engaging moments through a packed week-long activation at Outernet.”

Visitors were able to explore a dynamic and interactive environment that housed Peugeot’s Inception concept vehicle. They could also step inside The Cube, an immersive environment comprised of innovative LED and state-of-the-art mirror technology. Inside the Cube, users could take part in a phone photography masterclass delivered by a Peugeot photography content creators, learn new skills, and share their photography across social channels using the #PeugeotPresents hashtag. The Cube is currently touring various urban event and festival locations and in 2024, will continue to visit aligned lifestyle events too.

Cholmondeley continued: “Photography lives across everything we do so we used it as a hook for increased engagement. This dynamic approach to UGC is completely different to our historical approach to events, which has been somewhat traditional.”

According to Cholmondeley, there is “too much beige in the world”, which is why Peugeot wanted the content-rich campaign to be bold and more innovative, creating desire and intrigue.

“We originally thought of using Outernet as an OOH campaign but then we quickly realised there was more scope,” he added. “We had a great, dynamic event agency in Strata that grew our brief, met our objectives, repeatedly communicated our four pillars – Stunning Design, High-End Quality, an Exciting Drive and Electric Leadership – and integrated the important photography aspect to the campaign.”

The Inception at Outernet experience attracted more than 76,000 visitors and the campaign had an online reach of more than 126 million. Furthermore, Inception at Outernet reached more than 11.4 million social users. That figure continues to grow as more UGC is released.

“We created an environment that would drive phone usage and extend the reach of the brand, beyond the physical event, and beyond what we could measure,” said Cholmondeley.

He continued: “When you look at event KPIs, people always look at how many leads you have and the data you’ve got but sometimes this information is looked at too early in the process. Plus, it’s data that is designed to please an internal metric. It’s not customer-centric. One of our big KPIs is Instagram followers – we find it’s a much softer, natural way to pique people’s interest in the brand. We look to see how many new Instagram followers we have. It’s not just about the car, it’s about photography and lifestyle, and so we must speak to our customers in a language that they want to be spoken to in.”

Whilst thousands of people experienced Inception at Outernet, millions more saw the photos. During the week-long event, Peugeot UK increased its Instagram following by more than 2,000. This growth emphasised the significance of Peugeot’s content and engagement strategies with its target audience and demonstrated that it successfully extended the experience “beyond the room” and into the digital space.

“This was an incredibly important aspect of the campaign,” Cholmondeley commented. “We want the Peugeot brand to be front of mind so when customers are in the market for a car, we don’t need to pester them with data and emails that they don’t want to receive.”

This “softer” and more customer-centric approach to promoting the Peugeot brand was central to the activation as was the “collaborative” and “cross-functional” nature of the campaign’s creation and delivery.

Cholmondeley explained further: “It’s been fantastic to work with Strata to design and deliver a campaign that has had an impact across everything. We collaborated throughout the project and created a cross-functional team, identifying a champion in each agency and department to share thinking and ideas. It was an efficient use of everyone’s time and Strata drove that cooperative approach, delivering against our goals, vision, and the culture we wanted to create.”

Cholmondeley concluded: “We want our marketing to enrich people’s lives, not intrude. We also want to be very single-minded and consistent in our messaging to achieve a more consistent identity and give people a clearer understanding of the Peugeot brand. Turning an experiential event into a multi-channel approach such as this was a logical and clear strategy to achieve this in addition to offering significant ROI benefits.”

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