NEW YORK, NY – Cultural marketing agency 160over90 today announced it has acquired London-based creative brand experience agency XYZ. With this acquisition, 160over90 further expands its global reach and capabilities, and welcomes the addition of XYZ Managing Director Will Mould and Executive Creative Director Paul Stanway as Senior Vice Presidents.
Co-founded by Mould and Stanway in 2013, XYZ designs and produces campaigns on behalf of leading consumer brands in the lifestyle and luxury spaces. XYZ’s capabilities include creative strategy, experience design, content creation, live event production, and production management to offer a range of bespoke, innovative experiences from retail pop-ups and product launches to mass- participation events and global activations.
Along with Mould and Stanway, 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.
“160over90 has become a go-to agency for the world’s biggest brands seeking award-winning experiential strategy and activation,” said Ed Horne, President of 160over90. “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.”
160over90, part of the Endeavor network, is a cultural marketing agency that elevates brands by connecting consumers to culture and their passions. Channel-agnostic, the 800+ team executes across content and video production, cultural strategy, creative development, creator marketing, digital services, entertainment marketing, experiential, media planning, partnerships, public relations, and social media. As part of Endeavor’s continued commitment to service clients in China, Asia-Pacific and beyond, 160over90 acquired Mailman Group, a leading digital sports agency and content engine. A strategic investment was also made in Obsidianworks, the culture-powered media and marketing agency founded by Michael B. Jordan and Chad Easterling that speaks to diverse demographics and communities, as well as Zillenials.
XYZ, founded in January 2013 by Will Mould and Paul Stanway, is a creative experience agency that has delivered live activations across Europe, the US and India. In 2023, XYZ was named one of Campaign magazine’s Best Places to Work and awarded the Campaign Experience Awards for Best Exhibition Experience, Production Experience and Brand Experience B2C.