Through its agency services business, North & Warren runs digital advertising for clients like American Express and Four Seasons on their websites. As a part of this offering, it provides end-to-end services, such as account management and sales outreach, for brands that want to keep their data out of open programmatic exchanges. 

The agency began shopping for an experiential portfolio to add to its business because so many of its luxury clients wanted an in-person element for their marketing plans, according to Van Sicklen. 

Interluxe hosts more than 200 activations per year, and its client list includes blue-chip brands like Ferrari, Bugatti, and Sotheby’s. The experiential agency will also help North & Warren further showcase its own editorial titles. When combined, the two companies will have more than 250 clients.

North & Warren has dogeared a portion of its newly raised capital for investment in new staff and infrastructure. It hired the former general manager of Vogue, Pam Abbot, in January, and plans to add headcount in sales, marketing, and operational functions, according to Van Sicklen. 

The primary focus of the investment in infrastructure will be to increase audience growth across its owned-and-operated portfolio.

“Our strategy has been predicated on a buy-and-build thesis, which will allow us to surround the passions of the luxury customer set,” Van Sicklen said. “Every one of our clients had some desire to do events, and now with Interluxe we have that capability.”