Mike White

Lively Worldwide

I am the CEO of Lively Worldwide, a leading creative innovation agency that is committed to creating captivating brand experiences that connect with audiences on a deeper level and drive impactful results.

I am passionate about the power of innovation to transform the marketing and advertising landscape, and I am dedicated to pushing the boundaries of what is possible. I am constantly seeking new ways to leverage technology and creativity to create meaningful connections between brands and consumers.

As CEO, I lead a team of experienced and passionate professionals. I provide strategic direction, foster a culture of innovation, and ensure that our clients receive unparalleled service and results. I am committed to cultivating a collaborative environment where creativity thrives, enabling our team to develop innovative campaigns that break through the noise and leave a lasting impression.

I am also committed to DEI, well-being, and culture. I believe that a diverse and inclusive workforce is essential to our success, and I am dedicated to creating a workplace where everyone feels valued and respected. I also believe that employee well-being is essential to productivity, and I am committed to providing our employees with the resources they need to stay healthy and engaged. I believe that a strong culture is the foundation of a successful company, and I am committed to creating a culture that is based on trust, collaboration, and innovation.

I am proud to lead Lively Worldwide, and I am excited about the future of our company. I believe that we are at the forefront of a new era of marketing, and I am committed to helping our clients navigate this rapidly changing landscape. I am confident that Lively Worldwide will continue to be a leader in the creative innovation space, and I am excited to see what the future holds.

Chief Executive Officer

CEO & Founding Partner

A new creative agency founded by leaders from the livestreaming, technology and events sectors championing a fresh approach to brand marketing. 
Lively has offices in London, San Francisco and Cannes and already boasts a number of founding global clients including Twitter, Mazda and Hostelworld.
The fact that clients no longer have to choose between an agency that’s either strong in live content or in experiences is only part of its proposition.
“We live in an empowering and exciting world of change – a world in which media has been completely redefined by creator communities and pioneering news outlets such as Vice and UniLad, in in which the world’s biggest taxi service doesn’t own a single cab, in which the next generation have cameras in their pockets, in which budding teens can create music in their bedrooms with their friends and broadcast it to millions. 
“Lively embraces this with a completely new kind of live marketing in which campaigns are created, seamlessly integrated and leveraged so that they resonate throughout the physical and digital worlds. The evolution in how today’s consumers absorb information means that traditional campaign components should no longer be seen as stand-alone products. An event here, a piece of filmed content there, a separate social media campaign, a TV advert – these may all be worthwhile in their own right, but they need to be executed in a way that builds communities, engagement and loyalty in today’s connected world – a challenge that shaped Lively’s proposition. 
“Our approach is collaborative, both internally and with our clients. We combine our extensive experience in traditional marketing with a desire to constantly innovate and push boundaries through our technical capabilities. Essentially, Lively’s campaigns will always entertain, champion innovation and reflect how the world is changing.”

Founding Partner

ITCH Experience

Founder of ITCH Experience I focus on the strategic development and creative direction for our clients. Creating experiences on and offline that deliver measurable results. Working with some of the best talent in the industry across creative, event producers and content creators.

Founder, Strategy & Creative

ITCH

Managing Director at ITCH Responsible for running an independent experience agency. I am responsible for between 15 to 35 staff over the course of a year. My responsibility is the overall strategy for the business, developing the vision for each project and then developing the marketing strategy for each brand we work with. I then line manage the overall experience, creative and success of the project.

Managing Director

Exposure

Created the internal event division at Exposure and built it up to a multi-million pound business over a 3 year period working with clients such as Virgin Trains, Virgin Mobile, Levi's, Playstation, OXO and 3 Mobile.
Achievements include V Festival, winning Virgin Mobile & Jose Cuervo for the business. A number of fashion launches for Levi's and gaming launches for Playstation.

Head of Events

Allied Domecq Leisure

Lead the centralisation of the entertainment budgets of approximately 1,600 retail venues. Then developing a central marketing plan for over £3.5 million entertainment budget. Managing night club launches around the UK, developing and implementing a music policies for The Firkin Brewery and Mr Q's brands.
Working with some of the leading UK record labels to develop and implement the Murphy's Maker Breaker Circuit.

Entertainment Manager

Marketing campaign for retail outlets
Regional launch campaigns & events for new venue's

Marketing Manager YP Sector

Allied Domecq Inns

Promotions Manager

Ind Coope Retail

Merchandise Manager

🚀 About Me:

With over two decades at the forefront of marketing innovation, I've navigated the landscape from groundbreaking campaigns for giants like Virgin, Spotify, and Google to founding cutting-edge marketing agencies. At the heart of my journey is 'Live Marketing,' a concept I pioneered to capture the enthralling blend of physical and digital brand experiences.

As the CEO of Lively Worldwide, I lead a team dedicated to redefining event experiences, transforming them into unforgettable brand narratives. Our work with esteemed clients like Ericsson, Degreed, and Warner Warner Bros. Discovery showcases our expertise in creating campaigns that leave a lasting impact, become enduring content narratives, and foster vibrant communities.

🌍 Our Approach to 2024: "Staying Human in a Digital World"

In 2024, Lively Worldwide embraces the theme of "Staying Human in a Digital World." We are not just an agency but creators of immersive brand experiences fueled by creative innovation and deep community insights. Our goal is to ensure that the human connection remains at the forefront even in an increasingly digital landscape.

💡 Innovative Ventures:

I'm proud to co-found LiveFi, offering cutting-edge digital event management solutions. During isolation, LiveFi stood out, providing cinematic live streaming and virtual networking, connecting the world meaningfully.

Additionally, 'Fresh Takes', our very own community and podcast, represents our relentless pursuit of knowledge in marketing. It's a thriving platform that engages with top minds in the industry, fostering a community keen on discovering creative marketing paradigms.

🌐 Exploring New Frontiers:

In an era captivated by the Metaverse, Web3, and NFTs, my eagerness to explore these new territories is boundless. These emerging technologies present uncharted opportunities for innovation in brand storytelling and audience engagement.

👨‍👩‍👧‍👦 Personal Life:

Beyond my professional realm, I cherish my role as a husband and father of twins. Striking a balance between my passion for innovation and family life, I stand as a beacon for those aspiring to achieve professional excellence without losing sight of life's fundamental joys.

🤝 Let's Collaborate:

I invite you to join me on this exciting journey. Whether you're a brand looking to make a splash, a creative mind seeking collaboration, or simply someone interested in the future of marketing, let's connect and redefine the marketing landscape, one innovation at a time.

My personal mission is to be an inspirational leader the advertising and media industry. I believe that marketing can be more connected and more powerful that is has ever been thanks to the use of technology. We want to create human connections and our business supports sustainability, diversity, well being and purpose. 
I want to work with clients and people that have a passion for creativity, creativity that means something. 
To cut through, great work must make genuine connections. Everything we do shoots for the same thing - to make lasting moments between brands and people with meaningful connections that keep evolving. 
I am a proud father and husband and so want my personal and business beliefs to be the same. Emotional connections is what makes us live.

These Shifters were going skills-first before it was cool. Connect with them and many others right here! We’re ready to talk about skills. Check back next week for some great content, opportunities, and conversation-starters.

🌟The future is now! 🌟

🔗 YouTube is back as the live streaming partner for COACHELLA MUSIC FESTIVAL, LLC.

👀 Why is this exciting?

⭐ It validates our Lively Worldwide belief that live streaming doesn't deter ticket sales—a common concern among promoters, especially in the music industry.

⭐ The upgraded multi-view features enhance immersion, transforming the experience from linear to dynamic.

⭐  Fans can purchase merchandise directly via YouTube, opening new revenue streams for all parties involved.

⭐  Inclusion of editorial content between sets enriches the viewing experience, adopting a magazine-style format—a creative approach we've championed for years at Lively!

⭐  Post-event, the availability of Video on Demand (VOD) extends the legacy of the experience.

🤔 What’s missing?
The community aspect still needs to be tapped. Social interactions form at least 50% of the event experience, a concept embraced by #Gorillaz with their Discord channel for superfans last year.

🎯  For more insights, opinions, and inspiration on events, creativity, innovation, and marketing, follow me! Like, comment, and share if you enjoy what you read and see here!

🔗 Link in the comments section below 👇🏻 👇🏻 👇🏻 
#content #events #livemarketing #creative #innovation

Image: I confess this is from a previous year!

What can Meow Wolf, Sphere Entertainment Co., COACHELLA MUSIC FESTIVAL, LLC, and Brands Learn from Each Other? 🤔

With over 20 years in the industry, I've observed that venues, festivals, and brands, though diverse, have much to learn from each other. 

A recent Instagram post by HYPEBEAST asked, "Are the Glory Days of Coachella Behind Us?" 

🌄 This reflects concerns over declining ticket resale values, rising prices, and increasing competition. Here's my take on how collaboration and learning among these entities could address such challenges:

🤝 Brands and Building Fans:
Brands within cultural arenas strive to build enduring relationships with customers through continuous marketing, loyalty programs, and consistent consumer research. Venues and festivals could similarly maintain year-round audience engagement, moving beyond mere seasonal ticket sales drives.

🎪 Unique Venue and Festival Offerings:
Venues and festivals offer unique experiences that go beyond artist lineups—like my 15 trips to Glastonbury, driven by the festival experience itself, not the performers. Meow Wolf excels here, becoming a headline act by weaving a compelling brand story, experience & strategy into its core.

✈️ Experience Over Everything:
Take a leaf from Delta Air Lines, which invests in enriching brand experiences to foster consumer loyalty, partnering with events to enhance this. Similarly, The Sphere has transformed music experiences, making the 'experience' potentially surpass the actual performances, such as at a U2 concert. (Personal opinion)

💸 Financial Contributions from Brands:
Despite significant contributions from sponsors, festival ticket prices rarely reflect these partnerships. In 2019, Coachella boosted its revenue significantly through strategic partnerships, drawing over 250,000 attendees and generating over $114 million. Yet, could a shift towards adding real value, like reduced prices or adding complimentary transport, prove more beneficial for audience loyalty over profit spikes? (Recognising that profit is top of the list for any business, however, the need to balance with long-term growth)

🔮 A Vision for the Future:
Responding to Hypebeast, while Coachella's best days may be challenged (I doubt it!), finding its unique niche and cultivating a dedicated fan base could secure its position as a leader. Festivals should consider a year-round engagement strategy to maintain ticket sales and enhance popularity.

🌟 My Formula:
Own your experience and make it stand out. Build and nurture a loyal fanbase continuously, not just during the main event. Stay true to your brand, listen to your audience, and deliver what they desire—not just what you think they need.

#brandexperiences #strategy #content #loyalty #entertainment #brand #insight #meowwolf #coachella2024 #TheSphere

🤝 The New Age of B2B Events

Times are changing, and so are B2B events. Here’s why mixing things up is the key to future business success:

🎶 Breaking Silos
Ever noticed how B2B events feel like an echo chamber? It's like everyone in the same industry is talking to itself. It’s time to mix things up and try different approaches

📡  Experience is everything
Live Nation Entertainment, in the article mentioned, shows how Cisco at BottleRock Napa Valley put themselves at the heart of an event where the audience probably doesn’t even realise they are using Cisco products.

🌐 Inclusive Conversations
It's time to break the jargon barrier and make our events welcoming to everyone, not just insiders. More diversity in speakers and audiences equals more opportunities for innovation.

🎉 Change the approach
Sphere Entertainment Co. stepping into the game with conferences at entertainment venues is a game-changer. Imagine discussing future tech or closing deals under the inspiring technology within The Sphere. It's far more inspirational than a conference centre, for sure.

🔍 Simplify To Amplify
Let’s keep it simple. The goal is to connect, engage, and inspire. Whether through a silent disco or a keynote speech, ensuring everyone's on the same page is what truly matters.

🤔  Translate the Jargon!
Take the biggest B2B event last week, NVIDIA GTC. Although it was impressive that over 200,000 people turned up compared to the 2,000 in 2019, it appears the content was heavily aimed at people who already understood tech. Now, I am sure they will see massive business results from it. That’s not my point. The point is we need to translate so the creatives, marketers, and other industries learn the benefits and how to use the tech. 

As we navigate this new era of B2B events, it's all about opening doors, breaking down walls, and creating spaces where business meets fun. Let’s embrace the change.

#events #b2b #innovation #content #inspiration #sharing

adage.com • 3 min read

How live music is helping B2B brands strike a new marketing chord

🚀 Navigating the Future of Engagement🚀

Why did Lively host a three-day event at #sxsw2024 called "Staying Human in a Digital World"?

In an era marked by the rapid growth of digital landscapes, understanding and adapting to shifts in media consumption and audience engagement has never been more essential. Here’s why every marketer should look beyond traditional platforms and strategies:

📉 The media landscape is shifting from traditional linear video to streamed content and gaming platforms. According to Chris Stephenson of Omnicom Media Group (OMG)

🧠 As global ad spending approaches the $1 trillion mark, the integration of AI into advertising signals a transformative era for reaching audiences, according to Mediabrief.com. However, this advancement introduces challenges, such as concerns over media quality and the emergence of walled gardens.

🤝 Nearly half of consumers place their trust in brands reviewed by credible online creators, emphasizing the significant influence of influencers, particularly among Gen Z and Millennials, says Deloitte United States.

🌐 The fragmentation of digital consumption calls for innovative media planning strategies. Engaging with communities, rather than relying solely on demographic segmentation, has become crucial, notes Campaign US.

🎮 The convergence of TV, movies, video games, and social media opens new avenues for engagement. Strategic thinking is essential for crafting immersive experiences that resonate with a digital-first audience, Deloitte United States observes.

Strategic Recommendations for Brands:

🎯 Recognize that today's audiences crave personalized engagement. Live events, for example, can often serve as the perfect platform for personalization and authentic content.

🎯 Move beyond departmental barriers to offer cohesive, multi-platform experiences. Driving valuable ROI.

🎯 Develop media plans encompassing the platforms where your audience spends their time, ensuring relevance and connection.

🎯 Collaborate with agencies that excel in navigating the complexities of digital and experiential integration.

🎡 Take inspiration from innovative events like Coachella, which seamlessly blends live and virtual experiences, engaging audiences in novel and exciting ways.

In this transformative era, Lively Worldwide stands ready as your partner in creating dynamic, impactful experiences that resonate with today's audience. 

That's why we created Lively Fresh Takes, and you can hear from the real innovators making these changes. Use the link in the comments to see all the VOD from the event.

Together, let's innovate, transforming your brand from just telling a story to becoming an integral part of your audience's daily life. 🚀✨
https://lnkd.in/g8GSJHWP

#DigitalInnovation #AudienceEngagement #FutureOfAdvertising #LivelyWorldwide

variety.com • 3 min read

Coachella Returns to ‘Fortnite’ With Virtual Stages, Festival Jam Tracks and New Outfits

🌐 The Future of Events: Blending Digital Dreams with Physical Realities 🎢

In the past month, the worlds of The Walt Disney Company and Fortnite have brought us a glimpse into a future where the lines between digital and physical spaces are not just blurring; they're disappearing. 

With Disney pouring billions into theme parks and forging a groundbreaking alliance with Epic Games, are we at the cusp of redefining what it means to attend an event or venue?

🔹 Did you know?

🎡  Due to soaring entry costs, Disney World is witnessing a dip in crowds. Yet, Disney is boldly investing $60 billion into its parks over the next decade.

🎮  Fortnite's digital landscape continues to explode. It boasts 400 million registered players, and events boost revenue by 23%.

🚀  An unprecedented partnership between The Walt Disney Company and Epic Games aims to create a new universe of games and entertainment, intertwining beloved Disney narratives with digital innovation with a staggering $1.5 billion (Yes that is another B!)

❓ So Question at Hand:

🤔  As we navigate through a decade of rising event and theme park prices, impacting visitor numbers, one can't help but ponder: Are we entering an era where venues need to cultivate their own fanbases digitally? 

💡 Imagine a world where engagement with audiences isn't just yearly or monthly but daily. Where fans are not just spectators but participants in evolving narratives and experiences.

🤔  Is Disney's strategy an ingenious leap towards integrating digital engagement to enhance physical experiences? Or are we looking too deep into what might merely be a strategic investment?

🚀 Your Thoughts?

We're standing at a crossroads in the evolution of live events. The fusion of digital innovation with the magic of physical experiences opens a realm of possibilities for creating more immersive, engaging, and personalized brand stories.

How can brands leverage these insights, especially in the events and experiential media space? Could this be the blueprint for future-proofing live experiences in an increasingly digital world?

💡Anyone want to share their thoughts and opinions on this subject?

#Disney #Fortnite #DigitalInnovation #LiveEvents #BrandExperience #ExperientialMarketing #LivelyWorldwide

thewaltdisneycompany.com • 6 min read

Disney and Epic Games to Create Expansive and Open Games and Entertainment Universe Connected to Fortnite - The Walt Disney Company

🚀 Exciting insights ahead! Discover why consistent, year-round experiential marketing strategies integrated with gated communities and social media campaigns are crucial for today's brands. 

Dive into and learn how adapting to consumer behaviour changes can significantly boost your ROI. 📈

🔗 What you'll uncover:

🛠️ The importance of evolving with consumer preferences.

🌐 Strategies for maintaining brand relevance and engagement.

📊 Effective ways to ensure impactful long-term investments in your marketing efforts.

👉 Don't miss out on mastering these key insights to elevate your marketing strategy and connect more deeply with your audience.

✅ Like, share, and comment to keep the discussion going with your network!

#MarketingStrategy #BrandEngagement #ConsumerBehavior #Nielsen #ExperientialMarketing #DigitalMarketing #ROI

Also, check out how I used Wowzer to create some of the images for this piece. Thanks, Renee (Munro) Van Meekeren, for introducing me to this great technology and the wonders of #AI

Mike White on LinkedIn • 5 min read

The Rise of Gated Communities in Business and Entertainment: A Closer Look at Engagement and Loyalty

I just checked out the NAB Show website, and I’m thoroughly impressed by how they've upped the game around the event experience!
 
🌟 Here's why:

🔹 They've created three simple zones based on their audiences, making navigation and planning a breeze.

🔹 By enlisting relevant influencers to craft almost an in-flight guide to the event, they've bypassed the pitfalls of jargon 
overload or verbose content that sells rather than helps. Be sure to check out the video on the site!

🔹 The dynamic creative and set design is simple but very effective.

🤔 Initially, I had no plans to attend this event despite being asked if I am attending. But after diving into their site, I’m officially struck with FOMO! 🚀

Kudos to the event organizers, content creators, programmers, and web designers for making B2B feel more consumer-focused and engaging!

#Events #Marketing #Content #Digital #FOMO

nabshow.com • 1 min read

2024 NAB Show: Live from Las Vegas - 2024 NAB Show

🌐✨ From Roblox to Coachella – Bridging Generations in Every Dimension 🎤🌟

In today’s dynamic digital landscape, engaging with current and future audiences is key to brand longevity. How do we bridge the generational gap, with each generation having different ways of engaging and immersing themselves in experiences?

🔹 Unified Experiences: While younger audiences dive into virtual worlds like Roblox to enjoy events from their screens, older generations relish the tangible energy of live experiences. 

This year's Coachella exemplified our dual-stage approach—artists performed live and virtually, proving that integrated experiences can captivate a broader audience.

🔹 Generation Z is enthusiastic about the metaverse; one example is that two-thirds of Roblox’s 50 million daily users are under 16. Luxury and mainstream brands like Gucci and Vans are ramping up their metaverse strategy with a focus on attracting younger consumers. Both brands are experimenting on multiple platforms to determine where and how to recruit lifetime customers. Source McKinsey & Company

🔹 Globally, 61% of millennials and 63% of Gen Z say they’ll attend more events. Source G2

🤔 However, how many brands integrate their digital and live event campaigns to maximise the ROI? 

🔹 Lively Worldwide’s Strategy: At Lively Worldwide, we believe in the power of integration. By harmonizing digital innovation with experiential design, we reach audiences where they are today and where they will be tomorrow. Whether through a virtual concert or an iconic festival, our campaigns are crafted to deliver comprehensive experiences that drive robust engagement and ROI.

🔗 https://lnkd.in/g8GSJHWP

#BrandStorytelling #DigitalInnovation #ExperientialMarketing #LivelyWorldwide #EventStrategy #FutureOfMarketing

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