Dawn Farrow, CEO and founder of Boom Ents and Boom Sport, has revealed immediate plans for a rebrand of the business, bringing all elements of the business under the new banner of Boom Live.

The full-service agency, which was founded in March 2012, originally made a name for itself in the world of ticketed theatrical and live events in London and the West End, but has increasingly expanded its client roster across the UK and globally, incorporating a plethora of new entertainment brands including sport events.

Farrow explained: “These are such exciting times in the live entertainment industry. We’re seeing a massive shift in the landscape of how people are engaging with shared experiences, outside of strictly defined categories of live entertainment.

“Event attendees are more demanding in their tastes and what to expect from an experience than ever, and promoters are finding increasingly creative ways to satisfy that consumer appetite. We’re seeing a multitude of truly inspiring ideas and business opportunities in the market, and it made sense to simplify and reinforce our brand identity and core capabilities to reflect those changes.”

Farrow has already begun a recruitment drive insisting that the business must find like-minded “live experience enthusiasts” to join the team.

“We came to the conclusion that our previous identities were too pigeon-holed and narrow in describing what it is we now do,” added Farrow. “We’re determined to continue meeting our clients’ evolving marketing needs by taking a truly multi-disciplinary and considered approach to every project. It’s no longer about industry definitions for where these industries merge and combine. It’s about valuing, understanding and adoring the power and impact of live entertainment, in all the fabulous forms it takes.”

Boom Live will offer clients a broad menu of services including campaign strategy and management, ticketing insights and analysis, media planning and buying, creative content, social media, partnerships and strategic relationships, and targeted brand communications.