Experience agency Raptor, which
focuses on Gen Z, has launched a new unit to further those aims. Known as apex, the sub-agency focuses on a culture-led strategy and festival
activations.
Ben Freeman will act as apex lead. He has been with Raptor for two years. Previously, he was brands partnership manager at Hyperbeast and an ad executive at the Pedestrian
Group.
Based in London, Freedman has worked on various Raptor accounts, including Captain Morgan, and producing events with partners including Foundation FM, Lab54 and EC2A. The agency’s
additional clients include Airbnb, Netflix and Nissan.
David Burgman, co-founder/ CEO, Raptor, said: “Youth culture has always moved fast, but that pace has accelerated
dramatically. Apex is our response: a dedicated arm built inside nightlife and youth culture, not observing it from the sidelines. We’re focused on scenes before they scale, communities before
they’re commercialized, and moments that are earned rather than manufactured.”
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As a content hub, apex will also publish regular trend reports that highlight key cultural events,
such as fashion weeks, club nights and festivals.
“Activating properly in culture shouldn’t be hard — you just need to be working with the people who are creating it and
living in it,” added Freeman. “We’re really excited for what apex can bring to the movements and moments that shape the scene.”