Enterprise plans £300m experience business

Enterprise IG is planning to create a global “brand experience” business with a turnover of £300m, following the appointment of Brian Shepherd, former chief executive officer of Caribiner Worldwide’s International Communication Group.

Shepherd will head up a unit within Enterprise IG, working from London with Enterprise IG chief executive of corporate brand Dave Allen. The unit will help Enterprise IG clients realise the potential of their brands in a range of formats, including conferences and exhibitions. Shepherd will also liaise closely with Sam Sampson, chief executive of parent company WPP Group, and the unit may eventually become a group-wide resource.

Shepherd will bring together individuals and groups within the existing WPP global stable, but he is also looking to buy in talent, including design and other consultancies, and to forge affiliations with others.

The unit will have a three-pronged mission, he says: “brand touchpoint strategy”, wherever there is a direct relationship with the consumer; “programme management”, to enable clients to manage global brand experience; and implementation, creating events and visuals either in-house or with other agencies.

Formerly managing director of Imagination in London and then president and ceo of its US subsidiary before joining Caribiner, he may look to work with that team in some way.

Shepherd says Enterprise IG has a long-term involvement with clients, but eventually has to “walk away leaving lots of opportunities on the table. I’m looking at life-long relationships,” he says.

Allen says the venture will look to grow by acquisition, and plans a turnover of £300m within four to six years. Shepherd also takes responsibility for WPP companies Banner McBride and Clever Media in his new role.

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