London-based experiential agency Experience12 has named Calvin Innes as its first-ever consultant creative strategy director.
The newly created role signals a deliberate shift toward bigger ideas and strategy-led creative, rooted in the
agency’s pop culture expertise and proprietary fan audience data.
Innes will focus on shaping the creative and strategic output of the agency, bringing over 25 years of gaming and entertainment marketing experience to the role.
A self-confessed sneakerhead, gamer and lifelong comics and film enthusiast, Innes is a fandom and pop culture creative strategist who has worked with more than 300 clients worldwide, including HBO, Adidas, Bandai Namco, and Pringles.
He is also a sought-after keynote speaker who has presented at Golden Drum, SEG3 London and
the Popcultr Marketing Summit, among others.
His appointment comes as Experience12 builds on its best year on record in 2025, deepening its work across entertainment and games and expanding its roster of brands targeting pop culture audiences – including an increasing number of largescale briefs from international clients.
Innes will take up his position with immediate effect.
George Bateman, managing director of Experience12 said: “This is a role we’ve been working towards for a long time. Calvin’s appointment as our first creative strategy director is a statement about the kind of agency we are building. We have a wealth of insight into how real audiences think, behave, discover, and spend across
the fandoms we work in.”
He added: “We have always known this insight should be doing more work in our creative and Calvin is here to make that happen. He will help us think bigger and build stronger strategic foundations for every brief we take on, and we are all excited to get that started.”
Innes added: “What energises me most is ambition and scale. Experience12 has built its reputation on brilliant fan experiences, and the next step is making the thinking behind them just as visible. Deeper fan engagement. Bigger, braver ideas. Strategy led creative isn’t the safe option; it’s what lets you take a bigger swing and know
exactly why the idea will land, with brands and with the fans who care most.”
He added: Coming in as a consultant means I get to bring everything I’ve learned across the industry
into that, and I’m looking forward to seeing where the team takes it.”