Creative agency Assembly has been named as as SXSW London’s first-ever media partner, ahead of the Austin, Texas-based event’s inaugural European edition in June.

The move will see the international agency tasked with spearheading the event’s brand and performance media across multiple European markets, including the UK.

Assembly will also work to elevate awareness of the event across paid, earned and owned media, building on its extensive US pedigree for creativity and innovation.

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“Assembly brings the creative fresh thinking, technical expertise and energy that we are looking for to bring SXSW London to market in the most converged and exciting way. Our festival is where firsts happen and we look forward to our media strategy doing the same,” SXSW London director of marketing and comms, Clare Hill said.

Set to take place between 2-7 June across dozens of venues, galleries, clubs and spaces around Shoreditch in east London, the event will include a specific focus on creative sectors and talent from across Europe.

Assembly Europe CEO, Matt Adams added: “SXSW represents the fusion of technology and creativity – an intersection that perfectly aligns with Assembly’s vision for fuelling client growth. We are thrilled to establish the next chapter of SXSW’s legacy as it makes its historical European debut here in London.”