LONDON — Consumer agency Ready10 has launched a new division, Klaxonn, to provide creative communications for the live events and experiences sectors.

Klaxonn will specialise in events promotion, talent and influencer management, content and live activation. The new agency offer is led by Aimée Jacobs, Ready10’s first employee in 2016, who moves into a managing partner role at Klaxonn from her director position at Ready10.

Jacobs said Klaxonn’s proposition was to be “noise makers, story shapers and experience creators” for its clients. The division’s first accounts are the Ideal Home Show, with the 115th edition opening next month, and the Southampton International Boat Show, which takes place in September.

“The post-pandemic era has seen people eager to make up for lost time and experience IRL events again,” said Jacobs. “More than that, consumers are seeking ‘experiences’ and added value at each juncture, whether that’s in the literal sense of attending an event or making a drink or meal with friends mean more. That, paired with an exponential rise in competitive socialising venues and activity bars means there is huge pent-up demand for a comms offering that can help brands stand out in what is a hugely competitive space.”

Founder David Fraser added: “Aimée has been instrumental in the growth of Ready10 over the past seven years and knows what it takes to build something from the ground up. Klaxonn is launching at a time where there is rising consumer demand for live experiences alongside huge challenges like the cost-of-living crisis and a general post-pandemic adjustment. That makes the space hugely competitive and brands need to be KPI-driven, focussed and creative to stand out. We believe that Klaxonn, under Aimée’s leadership, is the right solution for those challenges, at the right time.”

Ready10 has worked with several activity venues in recent years, such as trampoline park FlipOut, golf and party venue Topgolf, and Fairgame, the indoor adults-only fairground in Canary Wharf. Ready10’s current clients also include McDonald’s, Paddy Power, and Beko.

The move comes after the agency shook up its leadership structure with the appointment of its first managing partners, allowing Fraser to focus on business development and strategy.