AOK Events has launched a new division to provide talent and performance acts, which will be headed up by entertainment industry specialist Laura Goncalves.

The new division, AOK Entertains, complements AOK Events’ other event brands including AOK Creative, AOK Cavendish and AOK Connect.

Over the next few months AOK Entertains will be launched to existing corporate clients and agency relationships, as well as targeting London’s hottest and most coveted venues.

The company launched the department in response to customer demand for creating deeper brand experiences that are now lived out both online and offline. The use of entertainment has an incremental impact on delegates’ engagement by creating deeper brand connections and reinforcing the organisation’s image and message, thereby helping with greater brand and message retention.

AOK Entertains’ roster of talent and notable artists have been categorised between performance-based acts, which are known to invigorate and enthuse, as well as workshops focussed on promoting mindfulness and mental health in the workplace.

Goncalves said: “This is a terrific addition to AOK Events’ business and cements its reputation as a full-service events agency. Events are back, but the way they are executed has moved on: corporates understand the value of online and more so recognise the value of face to face.

“They are investing more in events to create an experience that engages delegates whether they are attending physically or digitally. We can’t wait to help clients deepen their employee and brand engagement strategies with the right entertainment.”

Goncalves joined AOK Events as account manager in September 2021 from Scarlett Entertainment, where she was an exclusive artist and client manager.