Independent PR, content and integrated marketing agency PrettyGreen has launched a new stand-alone event and experiential production house, called The Producers.

Run by PrettyGreen’s Managing Director of Content and Production, Sian Baker, PrettyGreen says The Producers has been launched to service a growing need among clients for “in-sourcing” and co-creation. Production teams will be set-up to be an extension of a client’s team in terms of skill-set, mindset and location.

Sian Baker, Managing Director, The Producers, says: “The agency model for event and experiences is ripe for a different approach and more efficient ROI, with clients crying out for “producers” who can just get stuck in and deliver projects collaboratively with them. PrettyGreen has a reputation for delivering experiential and content-driven PR, and we felt that there was an opportunity to create a sand-alone event production house to deliver real business impact.”

Using its experience working with sister PR agency PrettyGreen, Baker says that The Producers will “bring to life content-focussed, shareable brand experiences through a hybrid ‘Live, Shared & Content’ model known as the 1,9,90.” The numbers refer to the 1% of people who actively create content, the 9% who actively engage with it (by liking and forwarding, for example) and the 90% who are passively involved.

Events and experiential activations which the PrettyGreen team have worked on include the John Lewis partnership with OnBlackHeath (pictured), the Betsafe partnership with Floyd Mayweather, the IAAF awards, and various Lego activities.