Set Creative

Set Creative is a global experiential marketing agency creating live brand activations, pop-ups, retail environments and consumer experiences. Part of the WPP agency network, it brings together strategy, spatial design and production to develop physical experiences alongside interactive and digital elements. Its work spans consumer-facing activations, business events and hybrid conferences.

From strategy to delivery

The agency organizes its services around conceiving, designing and delivering experiences. Strategy work includes brand positioning, consumer insights, experience mapping and creative campaign concepts. These services establish how an experience connects a brand with its intended audience and how that idea translates into a space, event or campaign.

Design capabilities cover environmental and 3D design, retail spatial architecture, interactive and digital design, graphics, motion design and visual merchandising. Technical design connects creative concepts with production requirements. Delivery services include event production, project management, staging, fabrication oversight and live logistics, followed by post-event analytics and measurement.

The agency works across technology, apparel and footwear, automotive, consumer packaged goods, entertainment and streaming, telecommunications, financial services, and beverages and spirits. Its formats range from temporary retail environments and trade show exhibits to multisensory installations, live launches and touring activations. This breadth allows its strategy, design and production teams to work across different kinds of brand encounters rather than a single event format.

Company development

The business was founded in Portland, Oregon, in 2009. WPP acquired a majority stake in its US operating company in June 2015. The group's expansion also brought in London events agency Flourish, which became SET Live and handled UK and European activations and exhibitions.

In March 2019, the retail environment specialist SET, events business SET Live and fabrication workshop Bespoke were brought together under the unified Set Creative brand. The consolidation combined their capabilities within one experiential agency. Today, Set Creative maintains a geographic presence across the United States and the United Kingdom.