A huge congratulations goes to XYZ for winning the Experience Agency of the Year at The Drum Experience Awards on Wednesday 4th Dec 2019.

Their New Era x NFL Super Bowl Party 2019 also received the Brand Activation with Invited Audience accolade.

As XYZ turns 7 years-old this year, it’s more important than ever that they find the balance between what has helped them reach this point, and what they need to do to ensure the future is as bright as the path that has led them here. 2019 has already been the busiest year to date, with 115 activations produced in 10 months – working with the biggest names in sport and lifestyle to reach new audiences.  Retained clients include Nike, Converse, Apple and new clients including Major League Baseball, New Era and Tanqueray.

With big agency networks becoming more complex than ever before, clients are asking for simplicity and agility. As true recognition of their work and their agency model, they work with the best freelancers in experiential – bringing them in where relevant with their expertise for brand activations.  XYZ’s clients trust them to cross borders and deliver European work for them. In 2019 alone they’ve taken their existing clients into new territories including Paris, Milan, Stockholm, Madrid and Zurich.

With their strong foothold in the retail, sports and lifestyle space, XYZ are strategically planning expansion across beauty, automotive and travel. Excitingly they’ve already reached their 2020 goal of £10m turnover in 2019 thanks to the hard work of our committed and talented team.

XYZ’s long-term aim is to become the most innovative and effective experiential agency that clients have ever worked with. They do this by ensuring creative and strategic output is consistently excellent via continued investment in staff – development of people skills and investment in training will remain a key focus, whilst enabling growth with investment in technology, and a support infrastructure to drive this. XYZ will consolidate their new business wins and continue to move towards long term client partnerships rather than project-only relationships.

Their sister agency Experiential Intelligence launches in early 2020 and will offer consultancy, measurement and analysis to enable brands to understand the impact of their experiential activity along with strategic brand affinity building services. This will provide clients with ongoing value through data-informed experience design.

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XYZ, one of London’s fastest growing independent Experiential agency, is excited to announce the appointment of Lizon Tijus as their first Experience Design Lead.  With years of experience in the events industry, working on brands such as The Guardian, Deloitte, London Design Festival and Lloyds Banking Group, Lizon, who started at XYZ as a freelancer, was in such demand from the agency’s impressive client list, that as a move to solidify the next phase of growth for the agency this pivotal role was created to which Lizon was first in line.

Lizon will work closely with Co-founder and Creative Director, Paul Stanway to enhance the creative strategy for the agency working alongside clients such as Nike, Converse and Major League Baseball.  Based from their Central London HQ, Lizon will help to drive XYZ’s innovation and experiential activations for the agency.  Working as a link between the creative and new business teams, the Experience Design Lead will be integral to the agency’s response to pitch opportunities and delivering best in class experiential concepts.

In 2018 XYZ celebrated a fantastic year that saw them recognised by the industry for ground-breaking work.  Awards included 2018’s most ambitious experiential project, Creative Event of Year and the coveted Grand Prix and Experiential Activation accolades at the IPM Awards. HIIT On The Pitch with Chelsea Football Club was named Sports Event of the Year. And the Drum named XYZ, Experiential Agency of the Year at The Drum Agency Business Awards.

2019 has already been their busiest year to date, with 94 activations produced in nine months – working with the biggest names in sport and lifestyle to reach new audiences, with new clients including New Era, Tanqueray and Major League Baseball following a competitive pitch process for the latter two that were led by Lizon when she freelanced for the agency.

At end of FY2018 (December) XYZ saw a UK Turnover of £8.9m compared to £6.54m in the previous year.  A gross profit of £2.1m compared to a gross profit of £1.3m for 2017.  Impressive results for this agency of 20 full time employees.

Expanding the agency is a focus for XYZ as it moves from a challenger brand in the market to a disruptor that’s here to stay.  The goals for the agency for the future remain ambitious, yet realistic based on their previous work.  Their strong foothold remains in sport and lifestyle space, but they continue to strategically plan expansion across retail, automotive and travel and for this bolstering their client services team has fast become a priority.  Excitingly they remain on track towards a goal of reaching £10m turnover by 2020.

XYZ’s co-founder and MD, Will Mould, said, “Lizon is a leading creative mind and one to watch.  Her creative insights, willingness to embrace new innovative ideas, all while truly understanding the demands of the clients makes her a powerful new addition to our creative team”.

Lizon said “I’m thrilled to be joining such a dynamic business at such an exciting time in their growth.  XYZ’s creative ambition, passion for pushing the boundaries and the ability to get under the skin of their clients is inspiring.  I can’t wait to drive their strategic offering forward and see the agency grow from strength to strength.”

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