In this episode of Behind the Workflow, our host Kuren Rai sits down with Liam Dixon, Founder of We Are Magic Number. The creative force behind some of the UK and Europe’s most iconic brand activations. Their immersive experiences are breaking the mould of what experiential marketing looks like.

Starting with zero budget, no VAT number, and no ladder to hang a sign, Liam shares the scrappy startup stories, the Covid-era pivots, and how he helped scale We Are Magic Number into a multi-million-pound agency, all while redefining what festival-first branding means.

What you’ll learn:

• Why brand activations fail (and how to avoid it using real data, not gut feel)

• The operational changes needed to scale from 2 to 25+ employees

• Where AI and automation could revolutionise live experiences, and where it absolutely won’t

• How to build resilient creative workflows in fast-paced environments like festivals

• Tips for onboarding leadership and institutionalising creative decision-making as you grow

• Insights into trends in the drinks and consumer goods market, tequila is rising, gin’s out, kombucha’s in

Whether you're building an agency, planning brand experiences, or figuring out how to scale workflows in a creative business, this episode is full of insight, honesty, and plenty of festival-flavoured fun.

🔗 Learn more at: https://www.wearemagicnumber.com/
👤 Connect with Liam Dixon on LinkedIn: https://www.linkedin.com/in/theliamdixon/