Truelink Expands Experiential Platform via GES Buy of 2Heads

In a strategic move to scale its live experiences footprint, Truelink Capital is expanding its experiential portfolio through a planned integration led by GES, the group’s globally oriented experiential division. The acquisition brings 2Heads, a London-based creative agency with offices in Los Angeles and Montreal, into the GES family, reinforcing an end-to-end approach to brand experiences that span North America and Europe.

Founded to design immersive, design-led brand experiences for technology, financial services, and consumer brands, 2Heads complements GES’s existing capabilities, including the Spiro platform, which functions as the creative engine within the broader GES ecosystem. The combination is designed to deepen strategic creativity, expand digital-enabled delivery, and broaden the global reach of GES’s experiential offerings for a wide range of clients.

The integration positions Spiro to leverage 2Heads’ creative excellence with its own scale, reach, and delivery infrastructure, enabling a more cohesive ecosystem for global campaigns. This aligns with the broader industry trend toward integrated, data-driven experiential solutions that couple strategy with craft, enabling brands to connect with audiences across multiple channels and geographies.

Within the deal context, Truelink Capital continues to pursue its thesis of partnering with best-in-class operators that push the boundaries of client impact. By accelerating GES’s capabilities, Truelink is aiming to offer an end-to-end platform that can support complex, multi-market activations with a unified creative and execution approach.

Leaders from both sides emphasized continuity and growth. Derek Linde, CEO of GES, highlighted the collaboration as a stepping-stone to a more connected global platform, while Jeff Stelmach, Global President of Spiro, noted the enhanced alignment between strategic creative and on-the-ground delivery. Paul Godwin, Managing Director of 2Heads, described the move as a natural evolution that preserves the studio’s craft while unlocking broader client opportunities on a worldwide scale.