NEW YORK — 160over90 has acquired London creative experience agency XYZ, expanding the cultural marketing firm’s reach and capabilities in Europe.

XYZ managing director Will Mould and executive creative director Paul Stanway will join 160over90 as senior VPs.

XYZ’s 35 full-time employees will operate under the 160over90 umbrella, adding to 160over90’s existing London-based team of approximately 60 full-time employees.

Launched by Mould and Stanway in 2013, XYZ produces live activations across Europe, the US and India.

160over90, which is part of the Endeavor network, meantime, has a team of more than 800 staffers in the US, UK and Asia Pacific working in PR, content and video production, cultural strategy and entertainment marketing among other disciplines.

“160over90 has become a go-to agency for the world’s biggest brands seeking award-winning experiential strategy and activation,” said 160over90 president Ed Horne “By bringing Will, Paul and the XYZ team into the fold, we not only strengthen our ability to deliver dynamic, must-see campaigns on a global scale, but also further our mission to forge stronger human connections on behalf of our clients.”

“Joining 160over90 exponentially improves XYZ’s ability to deliver world-class brand experiences for our clients,” added Mould and Stanway. “We are thrilled to become part of such a culture-driven organization and excited about what we can achieve together.”