WPP Experiential Network SET Rebrands as Set Creative, Names New Leadership [Video]

The New York network consolidated its three divisions, which include retail agency SET, event-focused SET Live and Bespoke, a production shop launched last year in collaboration with “custom fabrications company” Project Visual. It also debuted a new visual identity and positioning: “We don’t just create impressions. We create impressions that count.”

Set specializes in creating retail pop-ups, events and local activations such as Google Beach, a regular presence at the Cannes Lions Festival. The purpose of this merger is to unite the suite of services provided by the organization, which employs several dozen in New York and additional offices in Portland, Los Angeles and London.

“We noticed more and more crossover in the work, approach and skills of our agencies, so it made sense to share those skills and specializations across teams,” said chief creative officer Guy …