Mongoose grows APAC events footprint with Bray Leino Events merger

Global sports, entertainment and lifestyle agency Mongoose has merged with brand experience agency Bray Leino Events, expanding its events capabilities across Asia Pacific and other international markets.

The combined business will operate under the Mongoose name, bringing together Mongoose's expertise across sports partnerships, communications and experiential with Bray Leino Events' experience in live events, exhibitions and brand experiences.

In Asia Pacific, the merger will strengthen Mongoose's ability to deliver live events and brand experiences across markets including Singapore, Malaysia, Thailand, the Philippines, Indonesia, Vietnam, Taiwan, Hong Kong and Australia.

Don't miss: Omnicom Media merge Mediahub and Hearts & Science into new global agency    

The agency currently has offices in Singapore and Malaysia, from which it supports brands looking to reach audiences through live experiences, sport and entertainment across the region.

The combined agency will be led by CEO Chris O'Donoghue and comprise more than 175 specialists across the two existing businesses. According to the agency, the expanded team will deliver more than 250 experiences annually across over 30 countries.

Mongoose said the merger will allow it to build bespoke client teams for integrated campaigns and sponsorships across markets, combining local market knowledge with its international creative and delivery capabilities.

Beyond Asia Pacific, the merger also expands Mongoose's events capabilities across the UK, US and Middle East, as the agency looks to offer clients a single global team spanning sport, entertainment, lifestyle, consumer and corporate experiences.

"Bringing Bray Leino Events into Mongoose significantly strengthens our ability to deliver live experiences for clients across Asia Pacific. With offices in Singapore and Malaysia and experience delivering work across markets including Thailand, the Philippines, Indonesia, Vietnam, Taiwan, Hong Kong and Australia, we have a strong foundation in the region," said Chris O’Donoghue (pictured left), CEO at Mongoose.

He added, “There are huge opportunities in Asia Pacific for brands looking to connect with audiences through sport, entertainment and culture, and having deeper events expertise means we can support clients with our full service offering from strategy through to execution. Combining that capability with Mongoose’s existing expertise in partnerships, communications and sport gives clients access to a wealth of international expertise to create experiences that work across markets.”

In tandem, Matt Hocken (pictured right), Mongoose group creative director, said, "The opportunity is scale with real flexibility. We can run a major international event with all the complexity that brings, or make something smaller, sharper and more culturally relevant."

"Our studio is where ideas get developed, challenged and built early, with the right team around every problem. Conference, festival, sponsorship, product launch. It doesn't matter. The size of the brief doesn't dictate the size of the thinking," he added. 

The move builds on Mongoose's wider agency consolidation last year, when it brought Mongoose Sports & Entertainment, Populate Social and Singapore-based experiential agency ALIVE under a single global agency model.

The restructure brought social media, influencer marketing, experiential events, PR, sponsorship activation and commercial strategy under one roof, with the agency operating across the UK, US, Asia Pacific and the Middle East.

Related articles: 
Golin and Ketchum merge under new Golin Ketchum brand    
Assembly and ADK Global merge to form Stagwell’s APAC powerhouse   
ITP Media Group acquires Heart Media as it sets sights on Asia