Samsung Galaxy Studio Team Mates

Why brand can be the wrong focus for experiential marketing

As I recently published in Marketing Week (http://www.marketingweek.co.uk/strategies-and-tactics/he-thanked-me-from-the-bottom-of-his-heart/4005780.article) I’ve been thinking about where experiential marketing is going and the next step in its evolution. Our market has developed from the delivery of tactical promotions, mainly for FMCG brands, to integrated campaigns in sectors such as telco, technology, utilities and media. I think the next step…