What Equals Agency does

Equals Agency is a London-based, culture-led experiential marketing agency registered as a private limited company in England and Wales, founded around 2015 and operating from Lower Ground 04, Edinburgh House, Kennington Lane, London SE11 5DP, with a warehouse and logistics facility in Bicester. The agency delivers end-to-end brand activation services spanning event strategy, creative concepting and in-house design, production (including bespoke builds such as touring vehicles), logistics, event management with brand-ambassador staffing, sampling campaigns, sponsorship strategy, content and influencer curation, and F&B operations. It is a subsidiary of Peppermint Events, a relationship that grants the agency access to bar service, street-food, contactless retail payment systems, and warehouse infrastructure that together allow it to position itself as a one-stop shop for live brand experiences. Customer work is concentrated in alcoholic beverage brands (Moët & Chandon, Veuve Clicquot, Heineken, 19 Crimes, Blossom Hill, Pyrat, Jägermeister, Charles Smith Wines), with secondary penetration in entertainment and media (Disney's Triple Force Friday at Pinewood Studios), consumer technology (Bumble), and low/no-alcohol beverage (Lindeman's at the Club Soda Mindful Drinking Festival).

The business model is professional-services and project-based: revenue is generated through bespoke fees for scoped campaigns, with no public rate card or standard pricing tiers. Headcount sits in the 11–50 band, sales is consultative and direct to brand marketing teams and agencies, and there is no public listing, venture capital backing, or institutional investor footprint disclosed. Operating geographies are the UK only, with no claimed global footprint despite some enterprise brand clients being multinational. Marketing is conducted through thought-leadership content, case studies, and client-logo social proof rather than paid acquisition. The firm markets a Sustainable Event Solutions line emphasising reusable assets and waste management, addressing ESG procurement criteria increasingly common among large CPG and entertainment brand buyers.

Name

Equals Agency

Legal name

Equals Agency

Website

https://equalsagency.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Equals Agency is a London-based experiential marketing agency that designs and delivers brand activations, sampling campaigns, and live events for enterprise beverage, entertainment, and consumer brands across the UK, operating as a Peppermint Events subsidiary with in-house design, production, and warehouse logistics.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Advertising Agencies (541810), Convention and Trade Show Organizers (56192)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Festival, Fair & Event Mobile Concessions (THAFAHAI), Influencer Marketing Agencies (BPAFAHAA)

Keywords

• Experiential marketing services
• Brand activation campaigns
• Sampling campaign execution
• Event production logistics
• Festival brand partnerships

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Experiential Marketing and Brand Activation Services: Equals Agency generates revenue through project-based fees for brand activations, sampling campaigns, festival takeovers, venue experiences, and strategic partnerships. Services include event strategy, concept creation, production, asset builds, logistics, staffing, and reporting. Revenue is derived from delivering ROI-positive brand experiences for consumer-facing brands, with pricing based on campaign scope, scale, and deliverables.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Equals Agency is a culture-led experiential marketing agency that designs, produces, and delivers brand activations, sampling campaigns, and strategic partnerships at festivals, fan zones, touring experiences, and iconic venues across the UK. Service scope covers event strategy, creative concepting and design, production of touring vehicles and one-off builds, warehouse logistics, on-the-ground event management, brand ambassador staffing, content capture, F&B operations through parent company Peppermint Events, retail-at-events monetisation, and sustainable event solutions.

Product overview

Equals Agency is a culture-led experiential agency offering a comprehensive suite of brand activation and event services. The core offering spans five interconnected areas: Brand Activations & Experiential Campaigns, Brand Partnerships & Sponsorship Strategy, Sampling Campaigns, Content & Curation, and F+B Operations. Supporting these are six service modules—Event Strategy, Creative Concepting & Design, Production, Logistics, Event Management, and Retail at Events—all delivered in-house. The agency also provides Sustainable Event Solutions through a rental inventory of reusable event assets. Services are supported by warehouse facilities in Bicester and partnerships with parent company Peppermint Events for F&B operations and retail solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Activations & Experiential Campaigns Design and delivery of creative brand activation campaigns at festivals, venues, and cultural events that create meaningful consumer interactions in real-world spaces for consumer-facing brands.
• Brand Partnerships & Sponsorship Strategy Matching brands with appropriate audiences and event platforms, negotiating contracts, and unlocking marketing rights to amplify visibility and commercial value for brand partners.
• Sampling Campaigns High-volume product sampling campaigns that create memorable brand moments at festivals, outdoor sites, and urban locations across the UK, designed to drive product trial and brand awareness.
• Content & Curation Artist collaborations, influencer partnerships, and content capture built for social platforms including TikTok and Instagram to extend brand stories beyond live events.
• F+B Operations Fast, premium, and sustainable food and beverage solutions for experiential events, including award-winning bar services and cutting-edge street-food partnerships delivered through parent company Peppermint Events.
• Event Strategy Strategic guidance on event selection, audience targeting, and experiential campaign scope, driven by category research and consumer insights for brands planning activations.
• Creative Concepting & Design Transform strategic concepts into deliverable designs including 3D models and technical drawings, with all design assets created in-house by the Equals Agency creative team.
• Production Execution of complex builds including touring vehicles, national sampling campaigns, one-off events, and stunts, delivering high-quality intricate productions for clients.
• Logistics Safe storage and effective national roll-out of branded assets from the Bicester warehouse facility, enabling at-scale campaigns without third-party logistics contracting.
• Event Management End-to-end event delivery including scheduling, staffing, on-the-ground management, brand ambassador training, and post-event reporting for activation campaigns.
• Retail at Events Monetisation solutions for brand experiences, including contactless payment systems, tills, and back-end financial management delivered through the Peppermint Events partnership.
• Sustainable Event Solutions Rentable inventory of event-ready assets using pre-owned elements, sustainable materials, waste management and recycling, eco-friendly transport, and recycled assets to support brand ESG priorities.

Quantifiable outcome

• 50,000 samples delivered, 9 city locations, 3,500 social content pieces from single national tour
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Peppermint BarscoreStrategic or Co-development PartnerPeppermint Bars is referenced as a partner providing food and beverage operational capabilities. Equals Agency leverages this relationship to offer clients access to award-winning bar services, cutting-edge street-food retailers, and comprehensive F&B operations as part of their experiential campaigns.
• Peppermint EventscoreStrategic or Co-development PartnerPeppermint Events is identified as Equals Agency's parent company. This relationship provides access to market-leading food and beverage solutions, warehouse logistics expertise from festival operations, retail payment systems, and staffing capabilities. The parent company relationship enables Equals to operate as a 'one-stop shop' for event ambitions.
• Pizza PilgrimsminorGTM or Marketing PartnerPizza Pilgrims partnered with Birra Moretti (not Equals) for festival activation according to industry insights content. Equals Agency's own work with Blossom Hill involved creating a touring Gin Fizz van for product sampling campaigns.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Jack Morton Worldwide: Global brand experience agency within IPG, running large-scale experiential campaigns for enterprise brands — a broader incumbent that competes on bigger multinational briefs.
• George P. Johnson: Large global experiential marketing agency producing events, exhibits, and brand experiences for major enterprise clients — broader portfolio and global footprint than Equals.
• Momentum Worldwide: Interpublic-owned experiential agency delivering brand experiences, sponsorships, and activation programs globally — a scaled incumbent operating in adjacent enterprise briefs.

Direct peers

• Amplify: London-based experiential and brand activation agency serving global consumer brands across sampling, festival, and venue campaigns — directly comparable in service mix, client profile, and UK festival presence.
• RPM London: Independent UK experiential marketing agency producing brand experiences, sampling tours, and live event campaigns for global consumer brands.
• MKG: New York-based experiential marketing agency producing brand experiences, sampling campaigns, and event activations for enterprise CPG and beverage clients — closely comparable in offering and client verticals.
• Slice Brands: London-based experiential and brand activation agency focused on consumer, beverage, and lifestyle clients with national sampling and event execution — a near-twin in size and service profile.
• Synergy UK: Experiential marketing and events agency with strong UK festival and brand activation practice, serving beverage and consumer brands with end-to-end campaign delivery.
• Hot Pickle: UK experiential agency specializing in food, drink, and lifestyle brand activations, including sampling and festival work — a directly comparable boutique peer with overlapping beverage vertical.

Emerging players

• Founders Forum Group / Wilderness Agency: UK boutique experiential players in the music-festival and youth-culture activation space (e.g., Wilderness, Eat Your Own Ears-adjacent agencies) competing for similar brand-music crossover briefs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Equals_agency

Revenue estimate

Valuation estimate

Number of profiles

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 Equals Agency