Uno Loco Group launches new experience and culture offering headed up by Tor White

Client demand has led independent creative business Uno Loco Group to form a core team focused on delivering the workstream focused on the intersection of experience and culture design. As a new independent offering using the skills of both Uno Loco and Hula, it will be led by Tor White (pictured above) as GM experience and culture, Uno Loco Group.

Uno Loco Group is made up of two sister studios in Tāmaki Makaurau Auckland. Collectively, their work spans brand strategy, story telling, and identity design through to the full production of experiences and multi day events. Clients include Fonterra, Coca Cola, Woolworths, One New Zealand, Xero and Bayleys.

According to CEO Blair Glubb Uno Loco has increasingly been asked to deliver work focused on transforming how people think, feel and take action: “Our clients trust us to combine everything we understand about people, with strategy and physical activation as one seamless, incredibly effective programme.”

The work has already delivered behaviour change programs with best-ever engagement and performance for Air New Zealand, and an onboarding programme for One New Zealand that completely rethought the way staff were brought on board and aligned with the company’s brand.

Says White: “Every client and business leader we talk to is feeling the disruption to ‘normal’ work. Not only are we in the midst of a tremendously challenging economic environment; but at the same time, employee expectations and our ways of working continue to shift. We’re asking our teams to upskill and cross-skill faster, to master disruptive technology and changing working models. Not to mention the pressures of just being human in 2024. We can help.

“We’ll focus our experience and culture offering through our lens of people and energy first, with strategy, design, storytelling and theatre as some of our tools. We know how to thoughtfully and successfully help businesses make change happen. This will include (made-for-humans and contextually relevant) values and behaviour programmes, L&D, internal comms and change programmes, to start.

“Personally, this is exciting, as I’ve always seen the internal brand and soul of a business in the same light, and with the same importance, as the outside product/service. People are on the outside, people are on the inside – and it feels really timely to weave all this together.”

White’s new role means that founder and director Craig Muller (below left) will be joined by long term executive producer Cassandra Muller (below right) as co-GM’s of event agency Uno Loco.

Adds Glubb: “Craig and Cass have been core to the success and delivery of the work that’s established us as New Zealand’s leading business event producers. It’s wonderful to acknowledge this by bringing them together as leaders of this business.”