Set Experience Group Merges, Relaunches as Set Creative

In a move that signals an industry shift, blurring the lines between activations, pop ups and live events, WPP’s SET Experience Group has united its family of agencies, rebranded and relaunched as Set Creative. Led by Interim CEO Kurt Kujovich, Set Creative will continue its ambition to not just count impressions, but create impressions that count.

Set Creative is built on the belief that experiences — specifically pop-ups, live events and brand activations — have tremendous power to both deeply affect individuals while also playing to a crowd. It is a philosophy that is inspired in part by legendary director Steven Spielberg who, when discussing the key to his success, once said, “I make movies for the masses, but I talk to them one at a time”. This approach is reflected in the agency’s work for a range of top-tier brands including Heineken, Sennheiser, Coca-Cola, Vans and Google.

Set Creative unites teams across offices spanning New York, London, Portland and Los Angeles, consolidating retail experience-focused SET, live events agency SET Live and custom fabrication shop Bespoke, under one robust brand. As a result, the agency offers an all-encompassing suite of services across strategy, design and delivery. This includes digital/social amplification, social strategy, trend reporting, experience mapping, graphic, interactive and motion design, copywriting, visual merchandising and more.

According to Set Creative’s Chief Creative Officer Guy Tremlett, the timing is strategically optimal for the agency and industry as a whole. “We noticed more and more crossover in the work, approach and skills of our agencies, so it made sense to share those skills and specializations across teams. It allows for greater creativity and for the simplification of external marketing and internal structure,” he explains. “Meanwhile, the demand for more flexible experience projects across a range of disciplines was also increasing. With Set Creative, all our areas of expertise are available at all locations and clients now have the chance to work with us across different internal departments through a single point of contact.”

Set Creative boasts a unique combination of creativity and delivery, as well as a deep understanding of scalability and building experience to reach a wider audience. With global experience working in more than 40 countries, the agency is uniquely positioned to take on the many challenges that clients currently face including increasing store foot traffic, sponsor activations, employee engagement, generating desired buzz and retail sales around product launches, and qualifying/maximizing ROI.

The launch is supported by a colorful, dynamic new brand identity, which is designed to demonstrate both unity and flexibility while communicating a commitment to using social and digital channels to amplify each experience. The rebrand encompasses a clever and energetic new visual system of shifting shapes and designs, updated logo and website. WPP brand agency Superunion partnered with Set Creative for the strategic repositioning.

Beyond Interim CEO Kujovich and CCO Tremlett, Set Creative will be led Global Operations Director Catherine Smee, Managing Director, North America, Alan Doyle, Group Account Director Prashant S. Kulkarni and Executive Creative Director, North America, Dan Carter.