Prioritising real connections: How onepointfive Agency is reshaping brand experiences

Prioritising real connections: How onepointfive is reshaping brand experiences

“We’re not your typical ‘yes’ agency,” explains Joel Barsch, co-founder of experiential marketing agency onepointfive. “When a client comes to us with a brief, we don’t just nod and execute—we prefer to lift the hood, dig into the engine, and figure out what really drives their goals. It’s about aligning with their vision, not just ticking boxes.”

This refreshingly candid approach has become the cornerstone of an agency that's capitalising on a significant shift in marketing investment. One that sees brands increasingly valuing experiences over traditional media, particularly when targeting younger demographics.

Recent IPA reports confirm what industry specialists have long suspected: marketing budgets are moving away from conventional channels towards experiential activations, with Gen Z consumers especially valuing real-world brand interactions. As Barsch notes, "There's a shift with brands moving away from the larger, traditional full-service agencies towards specialist independents that offer budget efficiencies, streamlined processes, and a more personal touch." 

But in an increasingly competitive landscape, what distinguishes this relatively young agency from its peers? And how has their distinctive approach to client relationships positioned them to thrive amid these industry transformations?

The origin story

The genesis of onepointfive is rooted in friendship and shared ambition. Barsch and his co-founder Rob Pryce first worked together 15 years ago at a small experiential agency, cutting their teeth on high-profile clients including Adidas during the London 2012 Olympics build-up and Sony PlayStation.

Though their career trajectories eventually diverged, Barsch gravitating toward strategy and client services while Rob focused on the creative and production/delivery, they maintained regular contact, meeting socially to discuss industry challenges and opportunities. These conversations frequently circled back to frustrations with existing agency models.

“We highlighted opportunities to streamline processes and work more efficiently,” recalls Barsch. “Across the industry, clients were frequently paying a premium for recycled, unoriginal ideas and were treated more like account numbers than valued partners. That experience shaped our vision: to build an agency that values agility, delivers real creative value, and fosters long-term strategic partnerships with clients.”

Breaking the niche: The strategic advantage of diversity

While many experiential agencies carve out specific niches, focusing exclusively on B2B or B2C events, automotive clients, or particular project scales, onepointfive deliberately spans multiple sectors and budget ranges.

 “We’re not confined to a niche,” explains Joel Barsch. “While many agencies specialise in a single sector, we intentionally span a broad range—from FMCG and tech to sports and fashion, with budgets ranging from £50,000 to in excess of £2million.”

This diversity isn’t just about reach—it’s a strategic advantage. “The insights we gain from one sector often inform and elevate our work in another,” Barsch adds. “For example, the attention to detail and premium nature of our B2B projects with brands like Shopify and Microsoft often elevate the quality of our B2C and experiential work. Likewise, the creativity and energy we bring to B2C activations—across festivals, fan zones and city centres—allow us to concept and deliver more engaging, experience-orientated ideas for our B2B clients. It’s a two-way exchange that keeps our thinking fresh and our work impactful.”

Beyond transactional partnerships

When asked what client relationships energise the team, Barsch doesn't hesitate: "Collaborative ones, definitely."

This collaborative approach has yielded impressive client retention rates and relationships that transcend typical agency-client dynamics. "We've got a great retention rate in terms of brands we work with," Barsch says. "With every new client, we begin by building trust—but what I believe differentiates us is how we evolve that trust into strong, two-way relationships where we operate as a seamless extension of their team.”

 “We can certainly deliver the option a client has asked for, but our approach goes further than that. To ensure we are adding value we make it a priority to dig deeper—to really understand what they’re aiming to achieve," Barsch explains. "If we feel there’s a more effective way to reach that goal, we’ll propose an alternative and clearly explain the rationale behind it, so they can make an informed decision”

From dating apps to adaptive fashion

 Despite only recently beginning to enter industry awards, onepointfive is already gaining recognition for its innovative approach. Their work for dating app Bumble, transforming a predominantly digital brand into one with meaningful physical presence, recently won Best Pop-Up Brand Experience for Europe at the Campaign Experience Awards.

"When we started working with Bumble, they hadn't delivered any physical events," Barsch explains. "They came to us with 'How do we show up in a physical ‘IRL’ context?' and over the last few years we've concepted and delivered a variety of experiences and activations for them."

A particularly successful activation took place at Soho's House Party just before Christmas last year. Recognising that the holiday period can be especially lonely for singles, the agency conceptualised a seven-floor experience designed to bring singles together, featuring music artist Mabel. The event pushed Bumble "slightly out of their usual comfort zone," but the client's trust in the agency's vision paid off.

Early involvement, clear objectives

For onepointfive, the ideal project isn't defined by brand prestige or budget size but by the stage at which they're brought into the process. "Our dream brief brings us in at the earliest possible opportunity—with clear objectives and KPIs, but also with the openness and freedom to explore bold, blue-sky thinking," Barsch explains.

This early involvement allows the agency to contribute strategically rather than simply executing predetermined ideas - something Barsch wishes more brands would ask about. "The main question I wish more brands would ask is: when’s the right time to bring us into a brief?" Barsch says. "The answer is always—as early as possible."

Too often, clients approach the agency with semi-formed ideas or after they've already committed to sponsorship agreements, limiting the strategic value onepointfive can provide.

Looking ahead: Riding the experiential wave

As marketing budgets continue to shift toward experiences, particularly for younger demographics, onepointfive is well-positioned to capitalise on this trend. Their approach—combining strategic thinking with flawless execution and genuine relationship building—aligns perfectly with brands' increasing desire for specialist expertise and personal connection.

"We're just excited to continue doing more of what we love—delivering standout work for brands that we're proud to partner with, and of course ensuring we have some fun along the way!"

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