Gay Times Group (GT Group) has announced the launch of wax Studio, a new full-service creative agency specialising in branded events, curated trips, and experiential mailers and a sister agency to its talent agency wax.

Building on GT Group’s long-standing influence across culture and media, wax Studio will serve a wide range of clients with activations that drive genuine influence, cultural relevance, and engagement. It packages three clear products - curated trips, standout events, and experiential mailers - into end-to-end campaigns that convert attention into action. Each activation is architected with precision creator casting to ensure the right voices, the right moments, and the right outcomes. From brand fame to measurable ROI, wax Studio is built to turn cultural relevance into audience influence at scale.

Leading the division is new Activations Lead, Sophie Lee who brings more than seven years’ experience developing influencer strategies and experiential campaigns for global brands.