søster agency

What søster agency does

søster agency is an experience management and bespoke events agency headquartered in London (Albert House, 256-260 Old Street, EC1V 9DD), operating as a subsidiary brand of Black Tomato. Founded in 2005, the company designs, produces, and manages global experiential programs for enterprise and premium-brand clients, spanning six service lines: Global Incentives, Brand Experiences, Events, Prize Promotions, Influencer & Press Trips, and Communications & Marketing. Its client roster includes Fortune 500 and premium-brand names such as Airbnb, BMW, MINI, Bentley, William Grant & Sons, Experian, Emarsys, Nu Skin, Danone, Coors Light, E.ON, Trip Advisor, and DoorDash, with documented engagements delivered across Europe, North America, South America, Africa, the Middle East, and Asia.

The agency's core capability is not technology-based but rather creative design, event production, global logistics coordination, and storytelling, executed through a curated international network of destination management companies (DMCs), travel partners, cultural experts, and tastemakers. Notable engagements include a 392-attendee BMW Group UK & Ireland Retailer Convention in Cape Town, a 1,000-attendee Nu Skin incentive trip across Dubai and Abu Dhabi, a 270-attendee Emarsys go-to-market kick-off in Berlin, and prize promotions such as the Airbnb OMG! Fund (300,000 entries, $10M awarded). The team is led by Co-Founder Matt Smith and Managing Director Alex James, supported by an Operations Director, Global Client Director, Commercial Director, and specialized creative and project management roles.

søster generates revenue through professional-services fees on a custom, project-by-project basis, with multi-year contract cadence and bespoke scoping tied to destination, attendee count, and deliverables. Go-to-market is relationship-driven, relying on direct enterprise outreach, referrals, and case-study-driven demand generation rather than volume self-serve channels. The company is privately held, with no disclosed external funding or revenue figures, and operates as part of the Black Tomato group with shared operational infrastructure.

Name

søster agency

Legal name

Black Tomato

Website

https://sosteragency.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

søster agency is a London-based bespoke experiential events agency and Black Tomato subsidiary that designs and delivers global incentive trips, brand activations, conferences, and prize promotions for enterprise and premium-brand clients worldwide.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Convention and Trade Show Organizers (56192), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

VIP, Executive & Concierge Corporate Travel (TMCs) (THACAAAF), Brand Ambassadors, Models & Promotional Talent Staffing (HSACAHAJ), Supplier Sourcing, Negotiation & Contract Management (THAKAMAG)

Keywords

• Experiential marketing services
• Corporate incentive travel
• Brand activation events
• Event management agency
• Experiential storytelling

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Experiential Events Services: Full-service agency fees for designing and delivering bespoke experiential events, incentive trips, brand activations, influencer/press trips, prize promotions, and conferences. Revenue generated through project-based professional services fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

søster agency is a London-based experience management company that designs and delivers bespoke global events for enterprise brands. Its offering spans six service lines: Global Incentives, Brand Experiences, Events, Prize Promotions, Influencer & Press Trips, and Communications & Marketing. The agency leverages a worldwide network of destination management companies, travel partners, cultural experts, and tastemakers to execute programs in virtually any location.

Product overview

søster is an experience management company headquartered in London that designs and delivers global events bringing brand values to life. The company operates as a single unified service offering across six interconnected service lines: Global Incentives (corporate incentive travel programmes), Brand Experiences (immersive brand activations worldwide), Events (bespoke event production and management), Prize Promotions (promotional campaign design and delivery), Influencer & Press Trips (content-creation-focused travel coordination), and Communications & Marketing (event-related branding and communication materials). All services leverage a global network of suppliers, DMCs, and travel partners to deliver fully bespoke experiences across diverse international destinations.

Differentiator

Problem solved

Functional benefit

Products and services

• Global Incentives Design and delivery of incentive travel programmes aligned with a client's corporate vision and business objectives, used to engage employees, reward top performers, and fuel collective progress.
• Brand Experiences Creation of immersive brand activations in global locations that shape perceptions, influence buyer behavior, and foster customer loyalty through access to cutting-edge travel experiences.
• Events Bespoke event creation, production, and management that leverages global expertise and supplier networks to design motivational and inspiring experiences for attendees, including conferences, retailer conventions, and team events.
• Prize Promotions Design, execution, and delivery of engaging promotional campaigns with meaningful, unique rewards that fit a brand's overarching marketing strategy and inspire lasting customer loyalty, including sweepstakes and prize draws.
• Influencer & Press Trips Coordination of influencer and press trips that pair brand elements with standout locations to create imaginative, lasting narrative content for brand storytelling beyond a temporary buzz.
• Communications & Marketing Pre-event communications and marketing services, including keepsake collateral and digital tools, that reinforce an organisation's identity at every touchpoint before and throughout the event experience.

Quantifiable outcome

• Route campaign: 135 million social media impressions, 500% social traffic increase, 4,365 app downloads
• +3 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Black TomatocoreStrategic or Co-development Partnersøster is a subsidiary/brand of Black Tomato, an established travel and experiential company. The privacy policy indicates that 'this site is owned and operated by Black Tomato' and references 'Black Tomato, Albert House 256-260 Old Street London EC1V 9DD' as the operating entity. The LinkedIn profile references 'Studio Black Tomato' company page.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jack Morton Worldwide: Global brand experience agency owned by IPG; one of the largest experiential marketing firms worldwide, designing and producing brand experiences, events, and activations for Fortune 500 brands in the same enterprise/luxury segments as søster.
• George P. Johnson (GPJ): Large experience marketing agency with global offices delivering brand experiences, conferences, and incentive programs for enterprise clients; highly comparable scope to søster across incentive travel and brand activations.
• MKG: Independent experiential marketing agency known for branded events, festival sponsorships, and cultural activations targeting enterprise marketers - similar creative-and-execution model to søster.
• INVNT: Live brand storytelling and experience agency producing global events, conferences, and brand activations for large multinational clients; directly comparable offering and client profile to søster.
• Smyle: UK-based creative event, content, and brand experience agency serving enterprise clients across financial services, tech, and consumer; London-headquartered indie directly comparable to søster in geography and offering.
• ITA Group: US-based engagement and incentive travel agency that designs global incentive programs, events, and brand experiences for enterprise clients - highly comparable to søster's incentive and brand activation work.
• Sparks: Creative agency specializing in brand experiences, events, and exhibits for global brands; directly comparable experiential offering and enterprise client base as søster.
• MKTG: Dentsu-owned brand activation and experiential marketing agency operating globally; serves enterprise and premium-brand clients across events, incentive travel, and consumer engagement, matching søster's GTM.
• Opus Agency: Independent brand experience agency producing large-scale events, conferences, and brand activations for major global brands; directly comparable enterprise event production scope to søster.
• PRA: US-headquartered event management and experiential agency producing conferences, brand experiences, and incentive programs for enterprise clients; overlaps heavily with søster's events and incentive service lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/soster-agency
• Instagraminstagram.com/sosteragency
• Xx.com/BlackTom_Agency

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 søster agency