Carat Live integrated into PS Live business

PS Live has integrated the Carat Live team into its business
PS Live has integrated the Carat Live team into its business

PS Live has bolstered its UK team by integrating the Carat Live division of Carat Sponsorship into its business.

The current Carat Live team has transferred from its former Regent's Place base into the PS Live offices at The Qube in London, reporting into managing director Michael Brown.

Brown said: "The incoming team members will be a very welcome addition to the PS Live fold and there are many similarities in the way they think and act. Their work has been excellent and we are convinced that this move is the best way to grow a far wider experiential revenue stream than has previously been delivered, from a wider section of Carat's client portfolio."

Four new members of staff have joined PS Live, which launched this spring, as part of the move this month – which is a strategic decision by overall parent company Aegis Media to reduce competition between its own agencies.

Paul Hicks, formerly head of brand experience and events at Carat Live, will take on a global business development role to leverage experiential business from the Carat and Vizeum global teams to bolster PS Live network's international expansion plan.

The team has this week been delivering an inaugural campaign for Burberry in London's Covent Garden to promote the brand's new Beauty Box store.

A digital installation includes a virtual nail bar, for customers to try out different polish colours as part of Burberry's bid to capitalise on the popularity of its cosmetics lines.

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