Weave doubles down on live experiences with Weave Live

Independent brand agency Weave has formalised its events capability with the launch of Weave Live, a dedicated division focused on experience-led brand building.

The agency has delivered events for more than a decade. The new division will bring that work under a specialist team with dedicated investment and its own identity.

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Demand grows for in-person brand experiences

Weave said the move responds to growing client demand for experiences that connect brands with customers, employees, stakeholders and communities.

The division will combine brand strategy with event production. Its remit includes brand activations, launches, conferences, internal engagement programs, stakeholder events and immersive experiences.

Marijana Simunovic, Weave co-founder and managing director, said generative AI was increasing the value of real-world interactions as digital content became easier to produce.

“AI is making brand content effectively infinite, and when anything can be produced infinitely, its value inevitably declines,” Simunovic said.

“What doesn’t lose value are the spontaneous moments, shared experiences and genuine human connections that can only happen in real time.

“That’s why we believe live experience is becoming one of the clearest proof points of what a brand stands for and that’s why we are investing in Weave Live.”

Simunovic said events had been part of the agency since its establishment. The change gives the capability a clearer structure and a dedicated team.

“Unlike traditional agencies that focus primarily on delivery, Weave Live is built around the belief that every live experience is an opportunity to strengthen a brand,” she said.

A ‘brand-to-everyone’ approach

Dan Cookson, Weave co-founder and creative director, said organisations should consider how their brand is experienced by every audience they engage.

“Every brand is what we’d call a B2E brand – brand-to-everyone,” Cookson said. “Every audience a business engages with, whether its customers, staff, stakeholders or community, deserves a genuine brand experience, not simply a functional interaction.”

Cookson said events were often approached primarily as logistical exercises, despite giving audiences a chance to experience a brand across multiple senses.

“We bring brand thinking into live experiences, and live thinking into brand, creating experiences that are both memorable and distinctive,” he said.

Weave Live will be supported by the agency’s existing strategy, creative and production teams.

Simunovic said the investment reflected demand for end-to-end experience design and the agency’s view that in-person interactions could help brands build stronger relationships.