INVNT launches its own agency group housing four brands

Brand experience agency INVNT has launched its own agency group, INVNT Group, with its managing director, Laura Roberts, taking on the additional role as the group’s MD in APAC.

INVNT Group houses its eponymous agency, brand strategy agency Folk Hero, branded content and digital agency Heve, and company culture and management consultancy, Meaning – which has launched simultaneously with the group.

INVNT’s Kristina McCoobery and Scott Cullather

INVNT was founded in 2008 by Scott Cullather and Kristina McCoobery. Heve was launched as a spinoff of the agency in January 2009. Folk Hero was acquired by INVNT in January 2019.

Cullather is now the president and CEO of INVNT Group, and McCoobery has become the COO of the group and the CEO of the agency INVNT.

Roberts, in her dual role, will continue to oversee the agency’s expansion across APAC while rolling out the group’s complementary services across the region.

Heve, Folk Hero and Meaning’s services can be offered in addition or independently of those of INVNT.

Roberts said it was time to build on the success of INVNT.

“Now we’re building on this with the launch of INVNT Group, a move that enables our local team to respond to clients’ rapidly increasing requests for our non-live and integrated campaign expertise through the provision of compelling brand story solutions across every stage of the storytelling cycle.”

Cullather added: “Every organisation we meet wants less layers, fewer gaps, less big agency red tape, and a higher calibre of consistent, integrated storytelling across every audience. So, we’re building and investing in an offering that enables forward-thinking brands everywhere to drive deeper relationships with the audiences that matter most to them, anywhere.

“With INVNT we’ve always partnered with global brands to express their brand stories live and authentically in region, and we will continue on this path with INVNT Group, curating the best people for each project irrespective of their location, and providing clients with the opportunity to build a tailored solution where they can work with one, some or all of our disciplines as an integrated team.”

INVNT’s executive creative director, Adam Harriden, has been promoted to ECD of INVNT Group APAC. Fiona Pullen has been promoted from the agency’s executive producer to the group’s director of production.

“I am thrilled to have Adam and Fiona, who are integral members of our APAC team, fulfil these newly formed strategic positions,” Roberts said.

“Working closely with his global counterparts, Adam will oversee all creative direction for the INVNT Group portfolio in APAC, managing the output of captivating brand stories that exceed clients’ expectations and those of their audiences across every platform. An inspiring leader and mentor to many, Fiona is responsible for leading INVNT’s fast-growing team of producers, ensuring the highest quality live physical and virtual output.”


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