London-based global visual entertainment services company DNEG has launched a new division, DNEG IXP (immersive experiences), with Josh Mandel named as managing director to lead the new business area.
Using the global capabilities and talent of the DNEG group, DNEG IXP was launched to deliver premium content for businesses, brands and game publishers that want to design creative experiences in gaming, concerts and other live events, theme parks, retail, product launches, and location-based experiences.
DNEG IXP will combine market science, audience insight, technological leadership and production excellence.
“As we expand and fortify DNEG’s services on a global scale, this new division allows us to diversify our offering to complement our Hollywood partnerships and projects,” said DNEG CEO Namit Malhotra in a statement. “Ambitious businesses can now leverage DNEG’s Academy Award-winning talent and creative capabilities in order to fully realize and maximize the ways in which they connect with their audiences, whether on-stage, in-game, at a theme park, as part of a location-based experience, or through state-of-the-art headsets.”
Mandel brings more than 20 years of experience in the media and entertainment industry to his new role. He has held senior leadership roles at agencies including The Mill, R/GA and Wieden+Kennedy, working with brands including Nike, adidas, Samsung, EA, Google, Beats by Dre, Apple and Activision.
“Businesses need a partner that can help them decide what to make and how to make it; a partner that can provide breakthrough creative ideas, the technologies to craft them and the production nous to get them from concept to reality. This is where DNEG IXP comes in,” said Mandel in a statement.
DNEG IXP’s work is already underway with several projects currently in production for top brands, with an initial focus on the worlds of gaming, virtual concerts and theme park ride experiences.
“Josh has a wealth of experience working with some of the world’s biggest brands, building approaches around the vision of clients to support how they want to tell the story or shape the brand experience. DNEG IXP, under Josh’s leadership, brings to the fore yet another way in which DNEG is transforming the future of storytelling,” said Malhotra.