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Joint venture offers alternative consumer engagement experiences

15 Mar 2011

Match Creative has officially announced the forming of a joint venture company with Boo! Media, now named the BOO! Match Partnership, to provide a full-service activation division to all existing and prospective clients. The two companies have already collaborated successfully on Baileys, Tastic Rice, Elizabeth Arden and Virgin Active within the last few months.

L to R: Jane Koeller, Liza-Jane Webb and Dave McKenzie

click to enlarge

The collaboration brings significant in-house scale to the businesses and is able to offer concept development to bring fresh ideas and bold strategies in alternative consumer engagement experiences to clients' brands.

Dave McKenzie, MD of BOO! explains, "While the company is in mall media and other innovative media channels, such as building wraps and ambient outdoor, it needed new leadership in its activation division. While looking to employ the best, it became clear that it made more sense to approach a company in the brand activation channel, with which we had successfully collaborated in the past. Match Creative bring marketing expertise across the spectrum of socio-economic market segments, in both urban and rural settings. Clients now have a one-stop shop for their brand needs."

According to Liza-Jane Webb, director of Match Creative, "The marketing landscape is changing. Consumers are more advertising-savvy - to reach them, you need to appeal to them on a variety of levels and surprise them with non-traditional media. So clients want an integrated service that encompasses multiple elements of the marketing mix; brand activations require a wider range of expertise and resources."