• by Larissa Faw , October 13, 2017

Creative agency Berlin Cameron is introducing BCXP, an in-house experiential arm to create national touring events, immersive tech, product launches and pop-up shops.

Inaugural clients include Capital One and ABC. The shop will also work with parent company WPP partners, such as Cohn & Wolfe.

The new team will be led by managing director Robin Potash, creative director Joel Arnold and head of new business Lori Brabant. All three previously worked at Awestruck Marketing Group, where they developed the kind of experiential activations that BCXP intends to create for clients.

These executives will oversee BCXP projects — from strategy and creative design to production and operations. BCXP will hire a dedicated staff, as well as utilize workers from Berlin Cameron’s creative and strategic teams.

In addition, the new agency will rely on a network of freelancers for various experiences, depending on the market and activation.

The new unit was driven by two forces: our shifting business and client demand, says Jennifer DaSilva, president, Berlin Cameron. Customers no longer seek "one-way communication," but rather "an immersive and rich experience." 

DaSilva touted "building brand culture by bringing a brand into people’s lives through an authentic experience that builds customer awareness and ultimately love."