Inizio merges Ashfield and WRG to form new experiential agency

Global healthcare partner Inizio Engage has announced the launch of its new global experiential agency, Emota, which merges two Inizio-owned companies, Ashfield Event Experiences (AEE) and WRG. The newly formed agency will provide a single source, full portfolio of services and capabilities serving the healthcare industry and global brands. Emota will provide end-to-end strategic and creative capabilities in event experiences, meetings congresses/conventions, exhibitions and brand experiences with in-house capabilities in behavioural science, film, digital, and scientific expertise. Emote will organise medical congresses and conventions, brand activations and experiences, advisory boards, investigator meetings, roadshows, product launches, sales meetings, public events, symposia, incentive trips, training and educational programmes. The agency’s in-house services include a DE&I Centre of Excellence, a sustainable event and exhibition methodology supported by industry body TRACE. Emota sits within the Experience Design (XD) specialist area of Inizio Engage. It will be headed up by Mark Jackson as global managing director of Emota, alongside a leadership team consisting of Simon Davenport, global head of exhibitions and environments, Katie Coleman, head of meetings and events US, Tripp Mahan, head of live production US, Dan Walker, head of meetings and events UK, Saira Dickinson, head of live production UK, Katie Streten, global head of creative strategy and Mark Gass, group chief creative officer. Mark Jackson will report into Russ Lidstone, president of Inizio Engage XD and CMO of Inizio Engage.

          Jackson said: “I’ve had the pleasure of working alongside our newly formed leadership team to combine the unparalleled experience and talent of our two legacy brands into something truly special. We’re already helping clients tackle their business challenges, demonstrate ROI, and better connect with their audiences. It’s a really exciting time to be in the world of experiences.” Lidstone said: “We believe that businesses and brands are increasingly defined by the experiences that they create for their stakeholders. So now is the right time to combine our two pre-eminent event brands into Emota, one powerful, global offer. I’m truly excited to be able to offer our clients scale, creativity, innovation and delivery excellence for our clients in healthcare and beyond.”