Independent experiential company 4Horsemen Agency has launched in Melbourne to try and disrupt the industry through delivering a full-service offering in a consultation model.
Conceptualised on a biblical apocalyptic vision and spun together through a consultancy look and feel, the 4Horseman is the brainchild of ex-Dentsu Experiential and oOh!Edge agency director James Tamanika (pictured above).
The agency is a marketing resource focused on four main pillars (aka the horses) of creative ideation, social integration, experiential and sponsorship procurement/management.
Tamanika said the industry’s growth over the last 10 years has led to brands being less and less engaged in conventional campaign responses, and are now looking for the “cool shit” to build experiences that resonate with consumers.
“The 4Horsemen story is about collaborative strength and we have continued that theme,” he said.
“We have created our horses in that same vain and dependant on client needs – we can provide a single horse approach, be it creative ideation or experiential, to great effect.
“It’s when we are able to put together a collaborative approach, bringing together all four horses, we can create meaningful campaigns with apocalyptic results.”
In an age where consultancy offerings are threatening the bigger agency market, Tamanika said he recognised it was time to set up a resource in the below-the-line market.
He said the 4Horsemen’s model offers unlimited collaborative resources, expertise and advice focused on ensuring experiential activation, events and content come together seamlessly.
“As brands become more and more focused on the value that the customer experience holds in the marketing mix, 4Horsemen is the consultancy offering to be that beacon in ideation of big ideas, strategy and activation ensuring delivery, results and ROI,” he said.