• by Fern Siegel , February 10, 2026

Brand consultancy Immediate has launched iX, an experiential agency designed to produce consumer–brand moments in real time.

Its case work includes Apple TV, Lego, Boursin, Sky and Werther's Originals.

Rob Hunt will lead the U.K.-based iX as director of experiential.

The agency will utilize proprietary data and consumer insights to identify specific audience segments and trends. The team will create activations to connect brands with scaled, dedicated audiences.

While IX is a new unit, it builds on Immediate’s track record of more than 40 experiential partnerships, including Radio Times, Good Food, BBC History Magazine, BBC Gardeners’ World Magazine and olive. It also publishes children’s titles for LEGO and Disney.

"Experiential works best when it’s credible, relevant and well-crafted. We’re bringing together deep expertise to help brands move beyond pure reach and show up in new spaces. Our goal is to create unmissable moments — putting products directly into consumers' hands and using our 'one team' model to handle everything from ideation to amplification," said Hunt.

The launch team also includes Kat Tek, head of experiential, Paul Byrom, managing director of Immediate Live and Sophie Walker, Immediate Live’s director of operations.

Immediate is part of Burda International, the global arm of Hubert Burda Media, one of Germany’s largest technology and media companies, which operates 500+ brands worldwide in the news, tech, food, living, gardening, fashion, lifestyle, health and entertainment sectors.