Melbourne. July 21, 2026: – Independent brand agency, Weave, is formalising its long-established events capability, investing in a dedicated specialist division, Weave Live, as client demand for experience-led brand building continues to grow.
The move represents an expansion of a capability Weave has delivered for more than a decade, with the agency now establishing a dedicated team to help brands create experiences that build deeper connections with customers, employees, stakeholders and communities.
The investment comes as brands increasingly look beyond traditional marketing to create authentic, memorable interactions in an era where AI is reshaping how content is created and consumed.
Weave Co-Founder and Managing Director Marijana Simunovic said the rise of generative AI is making live experiences more valuable than ever.
Simunovic said: “AI is making brand content effectively infinite, and when anything can be produced infinitely, its value inevitably declines. What doesn’t lose value are the spontaneous moments, shared experiences and genuine human connections that can only happen in real time.
“That’s why we believe live experience is becoming one of the clearest proof points of what a brand stands for and that’s why we are investing in Weave Live.
“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. Unlike traditional agencies that focus primarily on delivery, Weave Live is built around the belief that every live experience is an opportunity to strengthen a brand.”
The division combines strategic brand thinking with specialist event production to ensure every experience reflects and reinforces a client’s brand, whether the audience is customers, employees, partners, investors or the broader community.
Weave Co-Founder and Creative Director Dan Cookson said the agency believes every organisation should think of itself as a brand-to-everyone business.
Cookson said: “Every brand is what we’d call a B2E brand – brand-to-everyone. Every audience a business engages with, whether its customers, staff, stakeholders or community, deserves a genuine brand experience, not simply a functional interaction.
“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. That’s the gap Weave Live is designed to close. We bring brand thinking into live experiences, and live thinking into brand, creating experiences that are both memorable and distinctive.”
The expanded capability will continue to deliver brand activations, launches, conferences, internal engagement programs, stakeholder events and immersive brand experiences, supported by Weave’s integrated strategy, creative and production expertise.
Simunovic concluded: “Our investment in Weave Live reflects growing client demand for end-to-end experience design and reinforces Weave’s belief that, in an increasingly digital world, the brands that interact with audiences in real life will build stronger and more enduring relationships.”
