Event Brand Experience Report 2014

7182019 Event Brand Experience Report 2014

httpslidepdfcomreaderfullevent-brand-experience-report-2014 111

BrandExperience

Report In association with



BRAND EXPERIENCE REPORT 2014 XX BRAND EXPERIENCE REPORT 2014 2

Definingexperientialin 983090983088983089983093As part of Event rsquos Brand Experience

report983084 agencies were asked aboutthe shift in experiential and whatthe term will mean in 983090983088983089983093

W hen Event launched 17 years ago

as Marketing Event our role was to

cover what was then dubbed the

lsquoemergingrsquo channel of experiential

Now on the eve of our 18th birthday

we teamed up with Vivid Interface to ask our audience

about experiential in 2015 Michael Wyrley-Birch TROrsquos

chief operating officer EMEA believes experiential is a

channel that continues to lack true definition

ldquoIt means different things to different people and thatrsquos

one of the challenges ndash the industry hasnrsquot defined it

clearly enoughrdquo he says ldquoFor us it means giving people

experiences that either positively change their behaviour

towards a brand or further galvanise a deeper

relationship with that brandrdquo

Sharon Richey chief executive at Because agrees that

experiential is about providing an opportunity to

participate ldquoItrsquos about interaction between a brand

and consumerrdquo she says ldquoItrsquos dialogue versus

monologue so itrsquos about talking with rather than atthe consumer You just have to look at Apple and the rise

of huge brands It has gone way beyond the functional

benefit of the brand itrsquos about hearts and minds and

emotional engagementrdquo



BRAND EXPERIENCE REPORT 2014 XX

The buzzword of 2014 in this space has certainly been

immersive which TBArsquos managing director Guy Horner

believes is what brands are now seeking ldquoIt comes

down to creating engaging brand experiences that

connect with consumers Experiential marketing tries to

articulate that live event that interaction and what

brands want to create The growth area is engagement

and immersion bringing the brand world to liferdquo he says

DRIVEN BY SOCIAL As with any marketing channel the rampant nature of

social media has driven change and will continue to do

so ldquoOver the past three years the biggest development

has been the shareability elementrdquo says Wyrley-Birch

ldquoA lot of what wersquore doing focuses around how we canensure that the experience is something that a person

will want to share with their friends and almost give a

positive endorsement to the brand as a result of that

experiencerdquo

As social media has become a daily part of consumersrsquo

lives it has enabled experiential to have a longer lifeline

says Marcus Sandwith managing director at Haygarth

ldquoThe actual theory of experiential marketing hasnrsquot

changed at all it has always been about consumers

interacting and connecting with your brandrdquo he explainsldquoHowever the media space has become much more

cluttered and brands have recognised that they can

create a unique and valuable experience a proper

interaction between the consumer and brandrdquo

Furthermore Sandwith argues technology and social

media have become enablers for experiential to be

recognised as a valid media channel in its own rightldquoWhether it is by using sophisticated things such as

augmented reality beacons or face recognition there are

technologies that have allowed experiential marketing to

move into a whole new worldrdquo he says

Indeed complementing experiential has helped

galvanise the appeal of social media to many a

marketer and this in turn has meant that in 2015

experiential will be able to position itself in the centre

of the marketing mix

RPMrsquos managing director Dom Robertson explains

ldquoWe believe experiential marketing has been around for

years We simply define it as being when a brand takes

an action and then uses that action to help consumers

understand its purpose or its productrdquo

ldquoIn the past experiential possibly wasnrsquot considered

when brands were looking at their communications

strategyrdquo he continues ldquoIt was deemed as very event-

or sampling-led People didnrsquot view that as being

pertinent enough to be a key part of a marketing plan ndash

it felt like it was a tactic However over the past five or sixyears it has very much been understood and recognised

that an experiential campaign ndash or in our language the

actions of a brand ndash can in fact sit at the absolute heart of

a communications platformrdquo

BRAND EXPERIENCE REPORT 2014 3

It comes downto creatingengaging brandexperiences thatconnect withconsumersGuy Horner

Managing director

TBA



Rank Agency

Experientialbillings2013 (pound)


Grossturnover2013 (pound)


Numberof staff Location

1 Jack MortonWorldwide

55m 55m 55m 55m 90 London

2 George P Johnson 48m 40m 48m 40m 97 Kingston

upon Thames

3 WRG 26m 44m 307m 513m 102 London

Manchester

4 TRO 255m 217m 319m 241m Undisclosed London

5 RPM 167m 191m 223m 25m 131 London

6 Wasserman MediaGroup

152m 129m 152m 129m 55 London

7 ID Experiential 146m 127m 146m 127m 50 London

8 Brandfuel 125m 94m 129m 97m 24 London

9 TBA 124m 102m 124m 102m 38 London

10 Iris 99m 103m 99m 103m 50 London

11 Because 95m 7m 95m 7m 35 Ascot and

London

12 Amplify 84m 72m 84m 72m 41 London

13 Energy Live pound71m pound46m pound71m pound46m 21 London

14 RPMC pound58m pound66m pound58m pound66m 18 London

15 Haygarth 54m 4m 137m 105m 25 London

16 PS Live 5m 22m 5m 22m 16 London

17 AvantgardeLondon


18 Sledge 445m 385m 672m 466m 21 London

19 Smyle 4m 1m 86m 68m 15 Hertford

20 Sense London 4m 7m 6m 85m 38 London

21 Circle pound36m pound26m pound36m pound26m 18 Reading

22 Space 24m 2m 32m 28m 25 London

23 Vision Nine pound16m pound14m pound7m pound72m 30 London

24 Inkling 16m 08m 24m 12m 4 London

25 Ambient 11m 08m 16m 15m 5 London


Vivid Interface analysed the event landscape from 983090983088983089983090 and 983090983088983089983091 and rankedrespondents in terms of their experiential billings983086 Here we present the statsthat show how the main players ranked in terms of creating new experiences

Data and research compiled by Event forecast based on financial estimates




brands onexperiential

Heineken983084 Vita Coco and Adobe are among six brandsthat were asked what they look for from experiential

LAVAZZALUCINDA BRETT UK HEADOF MARKETING

From a UK perspective

Lavazzarsquos vision is to

immerse consumers in our

deep Italian heritage and quitesimply for them to experience our

brilliant Italian coffee whether that

is through tastings sampling

visually or by way of educating

As a brand we place huge

importance on quality which is

always at the forefront We have an

extensive outreach programme in

which we integrate consumer

touchpoints around the country

through an extensive events

programme

We created a true Lavazza coffee

destination at Jamie Oliverrsquos The Big

Feastival last summer where we

served our coffee provided product

demonstrations in a light immersive

and fun manner while providing

entertainment for both children and

adults at this family-orientated

event This allowed us to reach ourconsumers in a fun engaging and

inviting way We will be exploring the

realms of experiential marketing in

our planning for 2015 and beyond

VITA COCOPIP BROOK MARKETINGDIRECTOR EMEA

Experiential is about

making meaningful

connections with our

customers With Vita Coco wewerenrsquot only launching a new

product five years ago but a whole

new category Consumers needed

educating on what coconut water is

and the benefits it can offer They

are not going to buy the product if

they havenrsquot tried it so experiential

has been fundamental in building

awareness

Brands can go big and wide with an

advertising campaign and we have

a 360ordm marketing approach but it

has to be supported by experiential

activity to make a connection

ADOBEEMMA CHALWINDIRECTOR OF BRAND ANDEVENTS EMEA

Experiential is a great way

to exhibit the core values of

our brand and to createbrand advocates among our

customers who can then influence

others It adds to the strength of

our brand We always focus on

creating innovative and immersive

user experiences that are not only

fun but also meet the needs of the

customer and genuinely create

positive emotions as well as a

long-lasting memorable

experience Engagement is the

key objective

The focus in 2015 will be on the

explosion of digital and social

media channels and building that

into our events strategy We want to

create multi-touchpoints for the

user If we do an experiential event

we will want to replicate that

experience into social PR and even

viral activity to maximise the

effectiveness of our message Wewant creative content and to use

customer endorsements




HEINEKENMILLY HUTCHINSONPR MANAGER FORHEINEKENrsquoS PREMIUMBRANDS

Itrsquos important for us that

consumers leave any

experiential activity with abetter understanding of what our

brand stands for and an enhanced

opinion of its relevance to that

individual For example with

Desperados itrsquos about unlocking

music or party experiences that

lsquomoney simply canrsquot buyrsquo in unusual

or surprising venues Heineken did

this recently with the Next Level

party at the Bussey Building in

Peckham

For Heineken beer we are

encouraging participants to see

their own cities in a different light

and indeed to take the unbeaten

track on a night out We can do that

directly through our Starcab

activation or indirectly through our

content partnership with Metro

Overall our events must share the

characteristics of the brand and

build on the emotional values thatwe have created through above-

the-line investment

SKIPTON BUILDINGSOCIETYSTACEY STOTHARDCORPORATECOMMUNICATIONMANAGER

Experiential events for

Skipton must be innovative

and quirky to createenough intrigue to attract the

media but this must be finely

balanced with an event that

represents the brand credibly and

doesnrsquot take theming to the

extreme As a financial services

company it is essential that the

building society is presented as

trustworthy and an authority

Skipton recently held a media eventat the Royal Hospital Chelsea

an iconic retirement home The

venue was chosen in line with the

objective to position the company

as an authority on pensions one of

our service offerings and because

it is a trusted establishment with a

long heritage similar to our 161-

year history

To also raise awareness of our

pension services we presented

scientific research on the inner

psyche of humans in retirement

We created a subtle scientific

theme which included dry ice and

cocktails in test tubes and we

hooked up guests to probes and

conducted scientific experiments

on their attitudes to retirementrdquo

ALCATELONETOUCH

TRACEY HUDSONUK amp IRELAND MARKETINGMANAGER

We always try to use our marketing

budget wisely in a way that allows

us to target a wide number of

relevant people at a one-on-one

level through sponsorship and

experiential This year we were an

active partner to the Rugby Super

League and headline sponsor ofClothes Show Live This sees us

supporting the Fashion Theatre and

we had the main feature ndash an

experiential stand within the show

The partnership allows us to reach

more than 120000 16 to 25-year-

olds a really key market for us in

the UK By spending our marketing

budgets on events like this we

reach the right people who want to

engage with Alcatel Onetouch




Agencies from across the sector discuss how developing technology and thecontinued rise of social media is shaping marketing and events in experiential

983089THE POWER OF BIG DATA

Big data was one of 2014rsquos hottest topics and forKevin Jackson EMEA vice-president of sales and

marketing at agency George P Johnson using

technology to take a data-driven approach to experiential

can be very powerful for brands and their agencies

ldquoThe future for us is about collecting data to inform our

experiences in the marketing worldrdquo he says ldquoHoning a

data-driven approach allows you to tailor messages

the event and programme to the audience

as it appears in real timerdquo

983090MEASUREMENTNot so long ago measuring an

experiential campaignrsquos results

was near impossible ldquoExperi-

ential marketing campaigns were only

really evaluated on top-line metrics such

as how many people saw it or how many

samples were given outrdquo says Nick Adams

managing director of agency Sense ldquoNow at

Sense we have a tool called EMR (Experiential

Measurement Research) that measures

attitudes the impact on the companyrsquos bottom

line in terms of incremental sales and a range of

other measurements in accordance with the

eventrsquos objectivesrdquo And Sense isnrsquot alone More

and more agencies are using technology to

develop record and measure the results of activations

which in turn is leading to more sophisticated and

effective campaigns

983091

SEAMLESS CONNECTIVITY Technology and social media have become

integral to the live event experience because

they make the connections between a brandand its target audience more seamless Jack Morton

Worldwidersquos head of consumer and digital Richard

Vincent believes the key to creating this connectivity is

invisible technology ldquoTechnology should be as invisible

as possible so that the message is the thing thatrsquos

carried not the tech Technology for technologyrsquos sakegenerally isnrsquot that interesting Itrsquos about being able to

make a connection and continue it or conversation with

the audience through their chosen digital interface which

is more often than not their smartphonerdquo

983092CREATING STANDOUT Vincent realises there are

exceptions to his invisible tech rule

though Head-turning technology

such as projection mapping and shiny new

products such as Oculus Rift and GoogleGlass can help to create standout for

brand experiences Vincent says ldquoIf you

put Oculus Rift in a shopping centre lots

of people are going to want to try it

However there are only a few pieces of

that sort of technologyrdquo

983093

AMPLIFICATION AND THEINCREASED IMPORTANCEOF EVENTSSocial media amplification can

provide a 365-day global opportunity for brands

beyond their events which shifts the event

industry into the realms of advertising Jackson

explains ldquoFrom a brand experience perspective

social media has put a premium on face-to-face

engagement We did an event recently for an audience of

7000 but it had a Twitter reach of 47 million Thatrsquos in

the realms of advertising It brings your cost of contacts

down and gives us in the live industry such a huge

advantage because wersquore creating a community or

interest and wersquore building that community around

content which is a live event Wersquore then driving socialmedia through the content we create and developing

that community throughout the world So instead of the

live event being a one-off it has turned into the high point

of the campaign 365 days of the yearrdquo

technology andsocial media trends




The summer of 2014

will be remembered inthe UK as one of the

hottest on record yet

few would have

imagined that respite would have

come in the form of an icy cold

bucket dousing filmed and

streamed by millions across social

media sites The ease with which the

Ice Bucket Challenge made its way

across the web is well documented

but does it point to a rise in PR stuntsor is this just an old tactic benefitting

from social media amplification

Stunts have always been a part of

humansrsquo lives argues TROrsquos chief

operating officer EMEA Michael

Wyrley Birch ldquoWersquove always liked

that element of surprise and we love

to be entertained The only difference

now is we have social media to

spread it far more widelyrdquo

Sally Gill business development

manager at Vision Nine agrees

ldquoPR stunts have been around under

different guises for centuries As

technology becomes more powerful

it will open more doors to create

noise in innovative ways Short-form

branded content currently seems to

be the prime vehicle for these stunts

and is often linked to an experiential

element It seems fair to say that thePR stunt is here to stay and is

becoming an even more integrated

part of brand campaignsrdquo

Indeed the speed and reach of the

Ice Bucket Challenge had many anagency feeling the client pressure as

brands sought to emulate such a far-

reaching stunt Sharon Richey chief

executive at Because believes

marketing agencies worldwide want

to emulate that ripple effect but

warns that brands are at greatest

risk by mimicking a tactic that was

ultimately about fundraising ldquoWhen

a brand tries to do something

theyrsquore obviously monetising so itmight not take off as much because

people might find the commercial

angle off-puttingrdquo

Authenticity is key to this particularly

as these stunts are rather short-lived

ldquoIf you can create something genuine

and theatrical which a stunt needs

to be and if it creates content that

people want to share yoursquove hit the

nail on the headrdquo says Avantgardersquos

managing director Stuart Bradbury

However he warns ldquoThink of

T-Mobile in Trafalgar Square when

Pink appeared and sang with the

crowd ndash you wouldnrsquot get away with

that these days because people see

itrsquos been prearranged and actually it

isnrsquot really a stuntrdquo

Nonetheless these stunts ndash whether

facilitated by social media or not ndash

will stay en vogue in 2015 Ben

Reed director of House of

Experience Big Cat Grouprsquos

experiential division believes they

are experiential events in their ownright ldquoThe planning insight and

delivery of a successful stunt follows

the same creative and activation

processes and resource as running a

traditional experiential eventrdquo

It is a view endorsed by Kim Myhre

senior vice-president international at

Freeman XP ldquoPR stunts are one of a

growing number of experience-

marketing tactics Applied in a waythat engages an audience while

reinforcing the brand PR stunts can

cut through the clutter As brands

look for ways of increasing live brand

interaction I expect wersquoll see many

more gorilla pop-up and

performance-based tactics emergerdquo

And Richard Vincent head of

consumer at Jack Morton Worldwide

concludes ldquoStunts are another part

of the toolkit Consumers want great

experiences they want things to get

involved with and they want to create

their own content and publish it so I

think ideas that can tap into some of

those elements are always going to

have a place

ldquoThe Ice Bucket Challenge went from

being exciting to slightly annoying

But I think the desire to get involved

with ideas and initiatives and createyour own version of content is simply

part of where we are now and it will

be part of the futurerdquo

The rise ofPR stuntsSocial media can make a stunt go global983084 but onlyif the original work promotes genuine interaction




The pitch processEvent rsquos Brand Experience research reveals five ways pitching is changing andhow agencies must rapidly adapt to stay ahead of the notoriously flawed process

983089GREAT EXPECTATIONSPitching is time-intensive expensive and

for Madison Byrne marketing manager of ID

Experiential tougher than ever before She

explains ldquoTwenty years ago we would sell an idea and the

client would be excited Today there are so many other

elements to consider such as social media and tech-nology In-depth research is needed too Agencies must

understand a brand to win the business and you have to

show the client how the experiential campaign will workrdquo

Kim Myhre senior vice-president of FreemanXP agrees

ldquoBrands are expecting more from their agency Winning

pitches are based on significant insight into the brand

and its target audienceThis insight is crafted into an

experience designed to achieve the brandrsquos objectives

The new breed of experience-marketing agencies

recognise that there is more to a winning brandexperience than event logistics but will instead look to all

relevant touchpoints both live and online and across the

entire portfolio to create client successrdquo

983090BRAND lsquoCONSULTANTSrsquoGone are the days of the lsquoclassicrsquo brief that

provides a specification now clients are

demanding a more consultative approach as

Michael Brown managing director of PS Live admits

ldquoBriefs are far more open looking at a brandrsquos objectives

rather than a specification They are looking for insight

and a creative consultant approachrdquo

It has been a similar experience for RPM

managing director Dom Robertson ldquoThe

pitch process has changed ndash the questions

are broader and often the answer is multi-

channel with some level of integrationrdquo

he says ldquoThere are still classic brand

experience briefs out there but

theyrsquore not as commonplace Wersquore

being presented with the companyrsquos

marketing challenge and asked torecommend solutionsrdquo

983091GROUP PITCHINGMore and more brand experience agencies are

finding that brands are looking for a collabor-

ative approach from all their agencies for the

good of the brand Brown explains ldquoIncreasingly we will

go into a pitch with a group of agencies The client will

give you a group brief and you will come back with all ofyour logos together along the bottom No one is given

the credit for individual elements itrsquos seen as a group of

agencies that are responding for the good of the brand

Clients want to see how the brand experience will

integrate with the rest of the campaign and what effect it

will have on ROI We will not be measured on our own It

is being measured as part of an overall campaignrdquo

983092LEAD983085TIMESShorter lead-times have been described as the

lsquonew normalrsquo for a few years but it continues tobe a challenge Matt Margetson creative

director at Smyle insists it is getting worse ldquoThere has

been a shift in terms of turnaround time People want

everything yesterday and when you look at the stats

lead times are getting shorter Thatrsquos been a trend for a

while but we get clients asking for things to be turned

around in days It is because of the velocity of events and

experiences Itrsquos getting quicker and quicker especially in

the B2C market and telcorsquos are a great example of this

They are launching something every other week

therefore the ideas have to be behind it do thatrdquo

983093TECHNOLOGY The days of Powerpoint presentations are gone

and many agencies are strong believers in lsquopitch

theatrersquo to bring the creative of a campaign to

life Kevin Jackson vice-president of business develop-

ment at George P Johnson says the agency has used

everything from ldquokey fobs containing the pitch presentation

to laser pens which when you shine them on a wall

show our ideas We have also used 3D printing instead

of flat 2D drawings to give some context to exhibition

stand concepts as well as projection mapping to give aclient an idea of how an event would lookrdquo




Experientialrsquos placein the marketing mixWhere does experiential fit within a marketing campaign Three agencies sharetheir views in the third instalment from Event rsquos Brand Experience Report 983090983088983089983092

STUART BRADBURYManaging director of

Avantgarde

He feels that experiential has

now become central to themarketing mix

Experiential has been

moving towards becoming

a mainstream marketing

platform and for some sectors it

has always been at the centre It is

often used to kick-start a campaign

and from there it follows into other

communication channels We are

all bombarded with messages all

the time but the most powerful way

that a marketer can communicate

to their target audience is by getting

them to remember something by

doing it face to face and creating an

experience that the consumer

wants to be part of and wants to

pass on to other people

SHARON RICHEYChief executive of Because

She suggests that the most

successful brands have

integrated marketing campaignswith experiential working as an

equal partner

Experiential is a good

partner for almost all of

your media channels

nowadays but I would also argue

that the brands that are the most

successful and the most talked

about are those that have truly

integrated strategies Experiential

sits at the table as an equal partner

to social media PR and digital

In respect of the overall media mix

there will always be a place for

above-the-line and broadcast

channels because naturally those

channels are all about reach and

pushing your message out to

millions and millions of people to

build your brand Above-the-line

channels will always dominate butbrand experience is vital ndash there is

more of a level playing field than

there ever wasrdquo

KEVIN JACKSON Vice-president EMEA at George

P Johnson

He sees the industry becoming

stronger

As an industry it has become

bigger stronger and more

knowledgeable and wersquore

finding it easier to make

our case in relation to advertising or

PR The world has moved on and

brands are looking for engagement

Consumers customers and clients

are looking for relationships

The greatest change in the past five

years has been a move towards

collaborative working with a clientrsquos

other communications agencies

Therersquos a recognition that the idea

can come from anywhere whereas

previously it usually came from the

ad agency Thatrsquos not true anymore

for the bigger global client Other

clients are recognising that spend

in the experience channel is out-

weighing spend in the advertisingchannel so we become the lead

agency or the idea-generating

agency that they come to firstrdquo




Hot trendsfor 983090983088983089983093

In search of the next biginfluencer983084 our first BrandExperience Report 983090983088983089983092

shows a digital983085centred future

AN lsquoACTIVErsquo AUDIENCEOne of the most important trends in the experience-

marketing world is the change in audiences from passive

observers to active participants No longer content to sit

and be spoken to today they want a voice in proceedings

Kim Myhre senior vice-president of FreemanXP saysldquoAs experience marketers it is our job to provide ways

for consumers to engage with the experience the

content and other event attendees This has created

tremendous opportunities to rethink event formats how

content is presented packaged and consumed new

learning models and how audiences are engagedrdquo

MOBILE983085FIRSTBut Sally Gill business development manager of Vision

Nine predicts that pop-ups cross-brand experiential

collaborations and partnerships and immersiveexperiences in brand-owned spaces will continue to rise

the biggest trends lie with digital She says ldquoWith

worldwide mobile penetration of 93 per cent a key trend

is lsquomobile firstrsquo Millennials are the mobile-first generation

and optimised geo-targeted and real-time social content

will become the norm Social content will continue to be a

central directive for marketers whose need for engaging

visuals and authentic stories is paramountrdquo

She adds ldquoWith the aggressive growth of Google+ and

continued market fragmentation wersquoll be keeping our eye

on how social audiences continue to splinter in 2015rdquo

BLURRED LINESNick Adams managing director of Sense believes the

line between live experience and social media will

become even more blurred and suggests there will be a

move away from tactical campaigns to more creative

strategy work ldquoThe debate about what is a brand

experience and what isnrsquot will become even more

blurred You see brands now who are doing a one-day or

a five-minute stunt in a public place just to then create a

social campaign off the back of that Thatrsquos 99 per cent asocial media campaign versus a live onerdquo

The live and digital experience will continue to merge as

virtual reality technology develops Matt Margetson

together and there are better tools being developed to

measure the return on investmentrdquo he says

TECHNOLOGY IN THE BACK SEATWhile the future of experiential centres around digital

there is an awareness that technology must also take a

back seat Natasha Davidson account director at

RPMC concludes ldquoThere will be a move from

technology being at the centre of the experience to it

being a facilitator that allows brands to create

connections with the target audience Technology hasgiven us amazing opportunities but it can lead to a lack

of genuine relationship-building We will see technology

still have its role but be more complementary helping the

process of engagement but not being the engagementrdquo

creative director at Smyle says ldquoSamsung has launched

virtual reality headset Gear VR and Oculus Rift will go on

sale in 2015 You will be able to see what it looks like on

stage for your favourite band when you are in your front

room Itrsquos a hybrid of a live and digital experiencerdquo

MEASUREMENTStuart Bradbury managing director of Avantgarde

London agrees social and live media experiences will

become more integrated but also that performance

measurement tools will become more sophisticated

ldquoSocial and face to face is becoming very much knitted



BRAND EXPERIENCE REPORT 2014 XX BRAND EXPERIENCE REPORT 2014 2

Definingexperientialin 983090983088983089983093As part of Event rsquos Brand Experience

report983084 agencies were asked aboutthe shift in experiential and whatthe term will mean in 983090983088983089983093

W hen Event launched 17 years ago

as Marketing Event our role was to

cover what was then dubbed the

lsquoemergingrsquo channel of experiential

Now on the eve of our 18th birthday

we teamed up with Vivid Interface to ask our audience

about experiential in 2015 Michael Wyrley-Birch TROrsquos

chief operating officer EMEA believes experiential is a

channel that continues to lack true definition

ldquoIt means different things to different people and thatrsquos

one of the challenges ndash the industry hasnrsquot defined it

clearly enoughrdquo he says ldquoFor us it means giving people

experiences that either positively change their behaviour

towards a brand or further galvanise a deeper

relationship with that brandrdquo

Sharon Richey chief executive at Because agrees that

experiential is about providing an opportunity to

participate ldquoItrsquos about interaction between a brand

and consumerrdquo she says ldquoItrsquos dialogue versus

monologue so itrsquos about talking with rather than atthe consumer You just have to look at Apple and the rise

of huge brands It has gone way beyond the functional

benefit of the brand itrsquos about hearts and minds and

emotional engagementrdquo



















experiencerdquo





































Managing director

TBA



Rank Agency









upon Thames

3 WRG 26m 44m 307m 513m 102 London

Manchester


5 RPM 167m 191m 223m 25m 131 London


152m 129m 152m 129m 55 London



9 TBA 124m 102m 124m 102m 38 London



London






17 AvantgardeLondon

































programme















making meaningful










awareness




















key objective

















consumers leave any











Peckham












the-line investment





















year history











ALCATELONETOUCH



















































effective campaigns

983091






















983093





















The summer of 2014



few would have



























































































have a place





















































































Avantgarde
























equal partner



your media channels


















there ever wasrdquo


P Johnson


stronger



























Hot trendsfor 983090983088983089983093













































































experiencerdquo





































Managing director

TBA



Rank Agency









upon Thames

3 WRG 26m 44m 307m 513m 102 London

Manchester


5 RPM 167m 191m 223m 25m 131 London


152m 129m 152m 129m 55 London



9 TBA 124m 102m 124m 102m 38 London



London






17 AvantgardeLondon

































programme















making meaningful










awareness




















key objective

















consumers leave any











Peckham












the-line investment





















year history











ALCATELONETOUCH



















































effective campaigns

983091






















983093





















The summer of 2014



few would have



























































































have a place





















































































Avantgarde
























equal partner



your media channels


















there ever wasrdquo


P Johnson


stronger



























Hot trendsfor 983090983088983089983093





























































Rank Agency









upon Thames

3 WRG 26m 44m 307m 513m 102 London

Manchester


5 RPM 167m 191m 223m 25m 131 London


152m 129m 152m 129m 55 London



9 TBA 124m 102m 124m 102m 38 London



London






17 AvantgardeLondon

































programme















making meaningful










awareness




















key objective

















consumers leave any











Peckham












the-line investment





















year history











ALCATELONETOUCH



















































effective campaigns

983091






















983093





















The summer of 2014



few would have



























































































have a place





















































































Avantgarde
























equal partner



your media channels


















there ever wasrdquo


P Johnson


stronger



























Hot trendsfor 983090983088983089983093















































































programme















making meaningful










awareness




















key objective

















consumers leave any











Peckham












the-line investment





















year history











ALCATELONETOUCH



















































effective campaigns

983091






















983093





















The summer of 2014



few would have



























































































have a place





















































































Avantgarde
























equal partner



your media channels


















there ever wasrdquo


P Johnson


stronger



























Hot trendsfor 983090983088983089983093
































































consumers leave any











Peckham












the-line investment





















year history











ALCATELONETOUCH



















































effective campaigns

983091






















983093





















The summer of 2014



few would have



























































































have a place





















































































Avantgarde
























equal partner



your media channels


















there ever wasrdquo


P Johnson


stronger



























Hot trendsfor 983090983088983089983093


























































































effective campaigns

983091






















983093





















The summer of 2014



few would have



























































































have a place





















































































Avantgarde
























equal partner



your media channels


















there ever wasrdquo


P Johnson


stronger



























Hot trendsfor 983090983088983089983093






























































The summer of 2014



few would have



























































































have a place





















































































Avantgarde
























equal partner



your media channels


















there ever wasrdquo


P Johnson


stronger



























Hot trendsfor 983090983088983089983093








































































































































Avantgarde
























equal partner



your media channels


















there ever wasrdquo


P Johnson


stronger



























Hot trendsfor 983090983088983089983093
































































Avantgarde
























equal partner



your media channels


















there ever wasrdquo


P Johnson


stronger



























Hot trendsfor 983090983088983089983093






























































Hot trendsfor 983090983088983089983093



























































Event Brand Experience Report 2014

Documents