WPP’s Set Creative Addresses Blurring of Activations, Pop-Ups and Events

WPP’s SET Experience Group has consolidated its family of agencies, rebranded and relaunched as Set Creative. The move reflects a major industry shift, blurring the lines between activations, pop-ups and live events, and comes out of a demand for a one-stop shop in the experiential space. Some of their most notable work includes events for GoogleVans, and Coca-Cola, among other major brands. The agency unites teams across the world with this consolidation, retail experience-focused SET, live events agency SET Live and custom fabrication shop Bespoke. With the launch comes new brand identity, designed to demonstrate both unity and flexibility; identity design was done in house but Superunion helped out with the strategy. Also of note: Former President Kurt Kujovich is taking over as interim CEO. “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,” comments chief creative officer Guy Tremlett. “Meanwhile, the demand for more flexible experience projects across a range of disciplines was also increasing … clients now have the chance to work with us across different internal departments through a single point of contact.”