BD-NTWK opens experiential strand

Below-the-line agency BD-NTWK is launching an experiential division headed by ex-Ministry of Sound supremo Ian Bushell, which aims to be a global market leader within three years.

The man appointed to take charge is Ian Bushell, whose own high-flying international experience makes him ideal to lead the agency's mission to create a content-rich, media-intelligent experiential offering that will deliver high-end, large-scale projects.

Bushell is ex-head of Events and of International Marketing at the Ministry of Sound, was Global Project Director at Momentum, and Head of Experiential at Harvey Goldsmith's Ignition from where he joins BD-NTWK.

He has been at the helm of some of the world's biggest and most complex multimedia events in recent years, including MOS' Millennium Dome New Year's Eve - the world's biggest-ever indoor dance event - Bacardi B-Live Global, Nokia New Year's Eve and the Knebworth Festival.

In his 18-year career, he has also delivered a host of integrated campaigns for the likes of Nescafe, TDK, Barclaycard and Philips.

Bushell's mission will be to build and evolve BD-NTWK's experiential offer over the next three years; firstly consolidating a core team, then expanding the breadth of the operation to become market-leading and ultimately to take it across the world through strategic networks.

The agency will work to amplify clients' reach through the identification, production and management of content-rich opportunities broadcast across the full spectrum of multi-media channels.

It also plans to evolve meaningful measurement tools that will at last define the ROI of experiential marketing for clients.

Bushell said: "I am delighted to be spearheading BD-NTWK's plan to deliver the massive potential experiential marketing offers brand owners today.

"BD-NTWK is already engaging audiences through clever experiential campaigns through their work on Wii for Nintendo and a range of drinks brands and this is the next logical step; it lights a way for the future and takes us, rightly, onto the global stage".

Allan McLaughlin of BD NTWK said: "We consider it an absolute coup to have engaged Ian to take our experiential offer to the next level.

"He is one of the world's most knowledgeable people operating in the experiential arena today and brings solid experience to back our strategy.

"We firmly believe that in today's markets, experiential is not an option but a must - it has proved itself as an economic and effective way to win buy-in from customers, bring brands alive and to generate PR for a second bite of the promotional cherry.

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