Zak Roby (pictured) has joined UK-based creative brand experience and production agency ACA Live as commercial director.
Formerly director of client engagement at experiential marketing agency Spiro, Roby brings almost 25 years of sales and marketing experience to the role. He has previously worked on key tenders for the Paris ‘24 Olympic Games, Web Summit, and Collision.
Roby said: “My plan was always to come into ACA Live and quickly start to make a really big noise. I’ve worked at a number of multibillion pound agencies but I was looking for a role where I could see the impact of my work in a very concrete and direct way. I was really impressed with the work the team’s done so far and I’m so excited to help shape the future direction we’re going to take.”
Roby aims to build on the work ACA Live has done since 2009 to establish its name through live, digital, and hybrid events that help to connect brands and businesses with their audiences. Roby said he is particularly interested in the role technology can play in helping the events sector to build back after the Covid-19 pandemic. Part of that involves ensuring that a brand’s message reaches the right audiences.
He added: “We have to work smarter, not harder to stand out from the crowd. There’s some wonderful agencies out there doing really impressive things, and it’d be churlish of me to say that we’re better than everyone else. At ACA Live, we bring that extra 1% that can help to nudge a client ahead. We’re that new idea, additional contact, and extra level of planning. Everything we do is supported by our ability to work closely with our supply chain to bring new products and approaches to our clients.”
