Four industry heavyweights in the live communication arena have come together to launch a new event management agency, The 4th Wave, following a management buyout of Juice Live Communications.
Boasting over 100 years’ experience between them, Alan Ellis, Tom Griffin, Clare Starck & Jenny Lim, say they have now created an agency “with clever thinking and turned what was Juice Live Communications into an agency underpinned with science”.
Creative director Alan Ellis, MD, who had a 16-year relationship with HSBC and a 25-year relationship with both Allied Dunbar/Zurich and Thomson Travel Group, said: “The 4th Wave offers something different. There’s most certainly a need for behavioural science and with the expertise on hand, it’s an added value that’s measurable. Clients have spent years hoping that their communication works. We believe that we can take the guesswork out of creative execution.”
Ellis does admit, however, he was to blame for the launch of the Pot Noodle and prefers to trumpet the launching of Stansted Airport in 1991, and the first event held at the London 2012 Olympic Velodrome as achievements.
Ellis and Griffin are both previous agency owners, (Rocket Science, Sledge respectively),while Starck (pictured) worked for Grass Roots, and Lim for Quintessentially Events and Adding Value.
4th Wave, the founders claim, represents an evolution of expertise from live events, communications and more importantly, measureable behavioural science. “That’s the nugget that makes the difference between good communication, and communication that changes behaviour and is measurable,” they say.
The new company is based in central London and has retained some of the old Juice Live staff.