Posts Tagged: brand experience

Blog: The winning brand activations at Goodwood

What are the stand-out brand experiences at Goodwood Festival of Speed this year? Hayley Lawrence, director of events at agency Brand and Deliver, gives her verdict.

A day at the world famous Goodwood Festival of Speed did not disappoint. You can hear it before you can see it and the energy you feel on arrival is of epic proportions. Even a look around the supercar parking area before you get through the gates is an experience.

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Content: Keeping It Real

Content is the territorial dispute du jour, which every agency is claiming to do brilliantly, says Jonathan Terry, head of JWT Live.

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Jonathan Terry

Content is, of course, a useless word. It’s the ultimate non-descriptor. It’s become the C-word of advertising: ubiquitous and provocative.

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Events and experiential: why they usually mean nothing – part two

Defining experiential and events is the key to success, says Momentum Worldwide’s Fran Elliott.

Fran Elliott, director of Experiential and Events at Momentum Worldwide.

Fran Elliott, director of Experiential and Events at Momentum Worldwide.

The solution…

In my last blog for Event magazine, I had written about the questions that have plagued marketers, brands and experiential practitioners for many years; “What does experiential mean?” “What’s the difference between an event and experiential?” and the reason why both brands and agencies need an industry wide definition. This time, let’s talk about the ‘How’ of this proposal.

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The power of the unexpected

Surprise and delight. These two all-important buzzwords have been at the heart of experiential marketing since its inception. And indeed, surprise remains one of the most effective tools for marketers.

But it’s 2015, and we are living in an increasingly digital world that ensures we are very rarely caught out. Google Maps lets us know directions, road closures and diversions; Cortana reminds us to pick up some flowers for our ‘significant other’ when we’re next near a florist; we can check out potential employees, friends, partners on various social media platforms prior to meeting them; and Trip Advisor ensures we go to only the highest-rated restaurants and hotels.

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Inside Mobile World Congress

Agency Jack Morton invited Event to shadow its team at Ericsson’s Change-Makers experience – the largest brand space at Barcelona’s Mobile World Congress (MWC). Reporter Katie Deighton shares her very first MWC experience.

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