Hyphen, CPM's connected experiences agency, creates moments that truly bring people and brands together. Blending insight, creativity and live experience, the agency specialises in turning everyday interactions into something meaningful, memorable and shareable - helping brands show up in culture in ways that feel both relevant and real.
"It all starts with a story worth stepping into, not just a set build. The best experiences are immersive, not static, giving people a role to play because participation will always beat spectacle. They tap into the culture of a place by collaborating with local creatives. For an automotive client, that meant working with everyone from graffiti artists to musicians to co-create experiences that feel authentic, relevant and impossible to replicate anywhere else. And with sustainability now imperative, we design modular, reusable event kits that evolve beyond a single activation, working harder for our clients while leaving a lighter footprint."
Hyphen Creative Director, Tom Westrop
Hyphen's immersive 'Destination Movies' activation for British Airways
"The real challenge is finding the one bold idea, that hook people will still be talking about long after the event is over. I'm always looking for the unexpected angle; the idea that sparks curiosity, invites participation and gives people a reason to lean in. Once you've found that, it's about layering in unforgettable moments that people can't wait to share.
The brand shouldn't feel like a sponsor; it should be woven into the experience so naturally that the story couldn't exist without it. When you get that balance right, people leave with a new perspective, a story worth telling, and a genuine connection to the brand that lasts long after the event has ended."
Hyphen Creative Director, Tom Westrop
Hyphen's PlayStation Arcade for Very
"For me, the best partnerships are built on trust, collaboration and a shared ambition to create something great. Experiential projects often involve lots of moving parts, tight timelines and high expectations, so clients need a partner they can rely on to navigate challenges, solve problems and deliver with confidence (and at speed, with a smile on their face).
At Hyphen, we work hard to become a genuine extension of our clients' teams, taking the time to understand their objectives, audiences and pressures. The strongest relationships are the ones where there's open communication, mutual trust and a shared focus on outcomes - not just outputs. In doing so, great ideas come to life more smoothly and the results are always stronger."
Account Director, Nicola French
Hyphen's Sky Candy activation for Love Holidays at the London Eye
"One of the things I love most about working at Hyphen is the variety of projects we get the opportunity to deliver. In the last year alone, we've transformed a space at Taste of London into an immersive island-hopping experience for British Airways Holidays, delivered a European influencer event for Stanley Black & Decker, created an experiential-led sales conference for Suntory, and managed a premium two-storey VIP hospitality structure for a leading automotive brand across ten motorsport events annually, now in its second consecutive year.
Whilst each project was very different, they all had one thing in common, success came from bringing together creative thinking and meticulous delivery. The creative idea is what captures attention, but it's the planning, production, logistics and attention to detail behind the scenes that make an experience truly memorable. By combining strategic thinking with flawless execution, we're able to create experiences that not only engage audiences in the moment, but deliver meaningful value for our clients long after the event has finished.
Account Director, Nicola French