Weave launches dedicated events division

Independent agency Weave has launched a dedicated events division, as client demand for experience-led brand building grows.

The Melbourne agency said the new division, Weave Live, formalises a service it has offered for more than a decade, bringing together brand strategy and specialist event production.

“Events have been part of Weave since day one. What’s changing now is that we’re giving that capability its own identity, dedicated team and focused investment,” Marijana Simunovic, co-founder and managing director at Weave, said.

Simunovic said the growth of generative AI was increasing the value of live experiences as brands look for ways to create genuine interactions with customers, employees and communities.

“AI is making brand content effectively infinite, and when anything can be produced infinitely, its value inevitably declines,” she said.

“What doesn’t lose value are the spontaneous moments, shared experiences and genuine human connections that can only happen in real time.”

Weave co-founder and creative director Dan Cookson said the division would apply the agency’s broader brand thinking to live events rather than treating them solely as production exercises.

“Too many events are treated like logistics problems to solve, when they’re actually one of the few moments people can experience your brand with every sense,” Cookson said.