AW Launches Experiential Division to Extend Brand Stories Beyond Screens

Independent creative agency AW has launched AW/Experiences (AWE), a new division created to meet the growing need for brands and clients to deliver events and activations that extend their creative and brand strategy, not just an afterthought.

Working alongside AW, AWE strengthens the agency’s position as a true end-to-end partner. From brand and campaign strategy and creative to the execution of experiences and activations, AW is uniquely placed to not only build powerful brand stories but bring them to life in unforgettable moments.

AW founder Bram Williams said, “As an old-school strategist, there’s nothing more rewarding than seeing strategy come alive beyond PowerPoint slides -- brought to life in experiences that people can feel, remember, and share.”

AWE was born from a simple insight -- brands can’t just live on screens. Having already delivered headline-making activations for brands like the NBA, AWE has added Mastercard Priceless Experiences to its roster.

In partnership with Mastercard, AWE has already rolled out a calendar of Priceless Experiences, from elevated dining to live sports entertainment and concerts. In just three months, the team delivered more than 15 events across Australia and New Zealand. Each brought to life in an iconic venue, no two experiences were the same.

AWE senior events manager Karina D’Ambrosio called the beginning of this new chapter an exciting time for the agency.

“We’re so excited to see what’s ahead for AWE and to bring even more incredible experiences to life," Karina said.

"For us, building brand awareness and loyalty goes far beyond scrolling thumbs. It’s seen, felt, heard and touched. That’s the real magic, and that’s what we’re here to deliver.”

Mastercard associate managing consultant Ankit Dhanvijay added that working with AWE has been "a fantastic experience".

"The team consistently brings creativity, precision, and a deep understanding of brand and audience to every engagement," Ankit said.

"They’ve been instrumental in helping us deliver standout moments through the Mastercard Priceless events, always going above and beyond to ensure every detail is considered and every experience feels truly special. Their collaborative approach and professionalism make them an exceptional partner.

"I’ve especially appreciated their ability to stay agile under pressure, adapt quickly to changing needs, and maintain a positive, solutions-focused mindset throughout. It’s been a pleasure working with a team that genuinely cares about the impact of every experience they help create".