Event industry entrepreneur David Walley has acquired leading brand partnership agency BluePeg, which specialises in music and festival link-ups.
The deal, which is part of a move to create an integrated event business for the European market, is the latest addition to Walley's portfolio alongside event staffing business Beautiful Minds and experiential agency Mobile Promotions.
“This is the third business to join our new integrated event agency," said Walley. "BluePeg is highly respected in the European market for its brand sponsorship and activations in festivals and events. The team is focussed on creating bespoke partnerships that deliver mutually beneficial rewards and experiences. When linking it to our experiential, production and staffing teams, BluePeg become a brilliant creative force for brands to be able to plan and execute live strategies, with delivery that is second to none.”
BluePeg MD Simon Broyd said: “We are really excited to be part of this new agency moving forward. Mobile Promotions and Beautiful Minds are industry experts with reputations for delivering numerous, high-profile projects for a wide range of brands. Creating this integrated events business will allow us to expand the breadth of services, creativity, opportunity and support we can offer our clients. We’re looking forward to developing the business and the benefits this will bring to our existing clients.”
Walley has developed a reputation in the events industry for transforming businesses, including Arena Group and 360 Creative Events Services. He was MD of De Boer, and most recently led the Freeman company in the UK.
BluePeg’s client roster includes events such as Snowboxx, Kendal Calling, Bluedot and the Eden Sessions. The firm recently worked with Amazon Music, managing and producing their Summer Stages campaign, and the Portobello Road Gin, creating and touring an immersive gin bar at several UK festivals.