What Cogs & Marvel does

Cogs & Marvel is a full-service experiential marketing agency founded in 2006 in Dublin, Ireland, by CEO Roisin Callaghan (with Alan Doyle appointed CEO in January 2025). The company delivers strategy, creative, design, and production under a single roof for brand experiences including live activations, product launches, conferences, trade shows, pop-up retail installations, influencer and media events, and hybrid/digital programs. Its core technology stack spans custom event apps, AR/VR installations, broadcast-quality video production, hybrid event platforms (including the proprietary Adventure Portal used for the Adobe Field Trip), and modular pop-up build systems built around sustainable materials. Project work has produced notable commercial outcomes, including a 5.5% share-price increase for Ocado after its Re:Imagined launch and 709 million media impressions for Obsidian Wine Co.'s Adventures series.

Name

Cogs & Marvel

Legal name

Cogs & Marvel

Website

https://cogsandmarvel.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Cogs & Marvel is a privately held, women-owned full-service experiential marketing agency delivering strategy, creative, design, and production for global enterprise brands across live, digital, and hybrid events. Founded in Dublin in 2006, it operates from Dublin, London, and San Francisco, serving clients such as Adobe, Google, Meta, Dell, and Ocado across six continents.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industry

Shopper/Commerce Creative Agencies (Retail & Marketplace Creative) (MPAAAAAH)

Keywords

• Experiential marketing services
• Brand activation agency
• Event production services
• Immersive experience design
• Live event management

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Experiential Marketing Services: Project-based professional services for experiential marketing including strategy, creative, design, and production. Revenue generated through client engagements for events, activations, conferences, and brand experiences.
2. Event Production and Management: End-to-end project management through to onsite delivery, including environmental build, print, technical and AV production, run of shows, and attendee management.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Cogs & Marvel is a full-service experiential marketing agency that plans and produces brand experiences for global enterprise clients. Engagements span strategy, creative, design, and production for events including consumer activations, media/influencer events, product launches, conferences, trade shows, immersive experiences, pop-up retail, and sponsorship activations, delivered by in-house teams across Ireland, the UK, and the US.

Product overview

Cogs & Marvel is a full-service experiential marketing agency offering a unified portfolio of creative services. The core offering encompasses strategy, creative, design, and production capabilities delivered as integrated service modules including: Creative Event Production, Immersive Experiences, Consumer Activations and PR, Strategic Media & Influencer Events, Product Launch Events, Conference Event Management, Trade Show Event Management, and Pop-Up & Retail Activations. These services are supported by internal components (Strategy, Creative Direction, Design, and Production) that work together to deliver end-to-end brand experiences across six continents.

Differentiator

Problem solved

Functional benefit

Products and services

• Experiential Marketing Services Full-service experiential marketing offering that delivers integrated strategy, creative, design, and production for brand experiences across six continents. Targeted at global enterprise brands and technology companies needing a single partner for consumer activations, brand experiences, and product launches.
• Creative Event Production End-to-end creative event production combining strategy, design, and on-site delivery for brand experiences. Available as a standalone engagement for global brands.
• Immersive Experiences Large-scale and intimate brand activations integrating cutting-edge technology, creative design, and meticulous planning to create memorable audience journeys. Targets global enterprise brands seeking distinctive experiences.
• Consumer Activations and PR Buzz-worthy consumer activations and PR stunts including guerrilla marketing tactics and high-profile public stunts designed to capture attention and drive conversation for global brands.
• Strategic Media & Influencer Events Tailored events for influencers, press, and media designed to generate widespread coverage and social media buzz. Targets brand and marketing teams at enterprise clients.
• Product Launch Events Comprehensive product and brand launch services from venue sourcing and event design to technical production and media outreach for enterprise clients such as Ocado (Ocado Re:Imagined) and Monument Valley III.
• Conference Event Management Conference delivery services for small and large audiences, blending strategic planning with innovative execution to ensure brands stand out (e.g., Amplitude Amplify, Avalara town halls).
• Trade Show Event Management & Production Exhibition and trade show solutions including booth design, interactive displays, and audience engagement strategies for enterprise technology and consumer brands.
• Pop-Up & Retail Activations Temporary retail installations with concept development, site selection, installation, and staffing for engaging brand experiences using modular sustainable systems.
• Sustainable Modular Pop-Up Systems Modular, sustainable pop-up activation system built from biodegradable materials and upcycled components, delivered as part of the Pop-Up & Retail Activations service. Used by clients including Imperfect Foods for the Food Waste Week Roadshow.
• Adventure Portal Platform Web-based interactive platform accompanying broadcast experiences with hands-on activities, lessons, and videos. Extended the Adobe Field Trip program to 4,100 households and achieved 138% of expected audience attendance.

Quantifiable outcome

• Adobe Field Trip achieved 138% of expected audience attendance with 4,100 households on Adventure Portal
• +3 more outcomes

Named customers23 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• The Shona ProjectminorGTM or Marketing Partner · 8 March 2022Partnership with The Shona Project for International Women's Day 2022, empowering young women leaders.
• WEConnect InternationalcoreOthers · 22 April 2021World leader in elevating women in business, serving corporations seeking to increase spending with diverse suppliers. Certified Cogs & Marvel as a Women-Owned Business for global visibility.
• Green the BidcoreStrategic or Co-development PartnerGrassroots non-profit industry organization committed to working together to share best practices in sustainability for creating sustainable commercial productions. Ensures Cogs & Marvel follows best practices for delivering carbon neutral projects.
• Event CyclecoreStrategic or Co-development PartnerPartnership to reduce waste post-event by repurposing and redistributing materials to charities and the event industry. Takes unwanted event waste including graphics, giveaways, and materials to give them a second life.
• Gavin Glynn FoundationminorGTM or Marketing PartnerProud sponsors of the Gavin Glynn Foundation, supporting their work with families affected by childhood cancer.
• Black Joy ParademinorGTM or Marketing PartnerPartner with Black Joy Parade, an organization celebrating Black joy and culture.
• Run In the DarkminorGTM or Marketing PartnerParticipation in Run In the Dark events, supporting the organization.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jack Morton Worldwide: Global brand experience agency under IPG, delivering experiential marketing, events, and brand activations for enterprise clients including tech and consumer brands — operates at the same scale and service breadth as Cogs & Marvel.
• MKG: Creative-led experiential agency serving enterprise brands with immersive activations, brand experiences, and pop-ups — comparable service portfolio, similar client profile, and similar mid-sized positioning.
• Amplify: London-headquartered experiential marketing agency serving global brands with creative activations, brand experiences, and shopper marketing — closely comparable service offering and overlapping UK/European geographic footprint.
• Sparks: Experiential marketing agency specializing in large-scale brand experiences, activations, and events for global enterprise clients — closely comparable offering, particularly around trade shows and consumer activations.
• 160over90: Creative agency under Endeavor with a strong experiential marketing practice, serving enterprise clients across sports, tech, and consumer brands — directly comparable full-service model with creative-led culture similar to Cogs & Marvel.
• George P. Johnson Experience Marketing: Largest independent experiential marketing agency, part of Project Worldwide/Omnicom, serving global enterprise clients with end-to-end experiential programs — direct head-to-head competitor with comparable full-service model and enterprise client roster.
• Momentum Worldwide: Global experiential marketing agency within IPG focused on brand experiences, activations, and shopper marketing — direct competitor for enterprise RFPs with similar global delivery capabilities.

Others

• McKinney: Independent creative advertising agency with deep experiential capabilities serving enterprise brands — comparable on creative quality and brand-experience work but with a broader advertising mix that includes non-experiential clients.

Broad incumbents

• Havas Events: Havas's experiential and events division, offering integrated brand experiences as part of a wider global advertising group — overlaps in capability but does not specialize as exclusively in experiential as Cogs & Marvel.
• VMLY&R: Global WPP creative agency with a significant experiential marketing practice, delivering brand experiences as part of broader integrated marketing services — competes on enterprise accounts but experiential is one capability among many.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cogs-&-marvel/jobs
• Xx.com/cogsandmarvel
• Facebookfacebook.com/cogsandmarvel

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cogs & Marvel