In the 2015 Summer issue of FMBE magazine, we tuned into Broadwick Live and its high voltage brand appeal, by interviewing the key players at the agency. Here’s a recap. Entertainment agency and festival organiser Broadwick Live has created award winning travel and music events. The business, which has recently secured investment from Global Entertainment has accolades […]
A guest blog by Helen Bryce, senior staffing manager at Sense Staff. It was a typical grey, dreary January day, the kind that induces SAD as soon as you wake up. I fell off my packed tube, jostled my way to the escalator, and emerged onto the station concourse. The Silent Crew were there, waiting. […]
Brand ambassadors are increasingly being used for more than just promotional work. Sarah Abdelghani, Account Manager at Blackjack explains how and why. Although you might not believe it, experiential activity is no longer only about running live promotions to drive sales or brand experiences to directly boost awareness and engagement among consumers. More and more, […]
It’s the most wonderful time of year for anyone in the experiential and retail industries. Christmas brings a flurry of fresh new campaigns, all striving to be the most talked about. For a lot of people, it doesn’t really feel like Christmas until they see the giant Coca-Cola truck on their television screens or their […]
As we kick off 2016, Circle Agency’s board creative director, Neil Hooper, outlines his experiential marketing predictions for the year ahead. 1. Don’t just use social, behave socially. As brands look at digital as the holy grail of communication reach, we should not forget the facelessness of digital. Brands need to consider their response platforms, […]
A blog by Sean Doyle, Head of Creative Services at Concerto Live In this digital age, where virtual communications reign, it’s increasingly common to feel oddly disconnected. People crave real engagement and this is a feeling clever brands and their marketing teams are tuning in to. Success is no longer measured by who can shout […]
Not traditionally viewed as a typical career choice, promotional staffing is varied, exciting, fun and rewarding. Dominique Packham, staffing director at brand experience agency Sense, looks at how attitudes to the work are changing, it’s rise in importance to brands and the many benefits it brings. In today’s highly competitive consumer environment, with many brands […]
The Brand Experience Awards Creative Campaign of the Decade Sponsored by Avantgarde Pool 1 This is online Pool 1 of the 2014 Brand Experience Creative Campaign of the Decade award, an award which culminates in a LIVE final in front of 4 judges and an audience online via Google Hangouts on October 21st 2014. How […]
Today, your experiential campaign can end up in places you never dreamed it would, but most brands aren’t prepared for that journey says Alex Smith from agency Sense You know the feeling you get when someone tells a story, and ends up trailing off with “well, I guess you just had to be there”? Well, […]
Tom McInerney, director of Etherlive, provides an insight into these trends There are several technology trends revolutionising experiential marketing and I am eager, from the perspective of a leading technology company, to get to the root of how marketers can harness this technology to increase their brand engagement. We have noted an overall 60% increase […]
Brand X magazine reader questions answered by Sally Durcan, MD, Hotcow 1. Is Opportunity To See a meaningful statistic? In my opinion, no. The value for experiential is that you can provide very insightful and robust measurement responses for the client. Opportunity to See is basically the footfall numbers and this relies on foolproof statistics […]
Brand X magazine reader questions answered by Sally Durcan, MD, Hotcow 1. Should I trust an experiential agency to handle in accordance with the Data Protection Act? The simple answer is yes you can. As an agency we have a legal obligation to keep up to date on the laws and regulations that affect our […]
We are really excited to announce the final eight contenders in the 2011 FMBE Audience Award, sponsored by Avantgarde. VOTING: IF YOU ARE LOGGED IN THERE WILL BE A POLL ON THIS PAGE SO THAT YOU CAN VOTE FOR YOUR FAVOURITE CAMPAIGN. ANYONE MAY VOTE THOUGH FOR UP TO 4 FAVOURITE CAMPAIGNS. VOTING IS WEIGHTED […]
At just one event – the Champion’s League Festival of Football in Hyde Park – I counted 12 ‘opportunities’ to pose for a photo and – typically – to have it uploaded to the Internet. The most popular photos at the event, judging by queue length, were standing with the trophy itself, closely followed by […]
1. CPM, GSK (2008, Client/Agency Relationship Award) ‘Relationship’ was a special award in many ways. It was a one off award that meant that some mega-teams could show off the whole of their history rather than just that of the proceeding year. It was an eye opening long and arduous session for the judges, with […]
2. TBWA/Chiat/Day, Gatorade We don’t get that many Cannes Grand Prix winners entered into FM&BE and even fewer that fail to win our award to sport alongside their Lion, but that was the fate that befell my second best ever FM&BE award entry. It was beaten by the greatest ever branded candid camera stunt in our […]
3. Out of the Blue, The Helen Bamber Foundation (2008, Innovative Campaign) Did you hear the one about shipping containers and the event that travelled from city to city? No, not the 2010-11 Smirnoff Nightlife Exchange, but instead a 2007 terrible tale of sweat, sickness and sex. In 2007 connected shipping containers appeared in Trafalgar […]
5. Gigunda, Tide (2006, International) Tsunami devastation in Japan adds a further layer of relevance to my selection as the 5th best FMBE award entry ever. In the wake of Hurricane Katrina, how brave was P&G brand Tide to become part of the clean up operation, taking the risk of using P&G’s enormous power to […]
10. BEcause, Pampers (2005, Roadshow) A win at FMBE was the first award for a campaign that saw its most recent incarnation last year and has a huge track record of award success, peaking in 2006-7 when Sleep Like a Baby took over from this World of Babies tour. The agency and brand team defended […]
Here is a piece of work from Leo Burnett, Italy called Bus. It was created last year. It has a number of experiential marketing experts raving about it. If you haven’t seen the video, watch it before reading why I think it is, well, a bit crap. https://www.youtube.com/watch?v=Ni8ukBwHRyI Well, now you’ve seen it, perhaps you’ll […]
40 iD Experiential, Lipton’s Iced Tea (2010, Sampling) Beating the dual challenge from M&S and Morrisons to win gold in sampling was a major coup. Sampling is a heck of a category these days bursting with creative and logistical solutions. Brtivic called this their best ever sampling activity and it was certainly hard to imagine […]
45 JPMH, Compeed (2009 Targeting) One of the most glittering ‘experiential’ award winners ever, with global success for the agency, but no gold with us. Did my judges get this one wrong by awarding silver to JPMH and Compeed.? Well, yes and no. The debate, was it a live brand experience at all or more […]
55 Headcount, Loyalty Management UK (2006, Retail Training) LMUK, operators of the Nectar programme approached Headcount to deliver 3 waves of marketing activity in 400 Sainsbury’s stores. This was a clear lesson in how training staff makes a difference to consumer behaviour leading to a 16 per cent increase in swipes. Control stores, where staff […]
60 Sense, British Airways (2006, Brand Theatre) However did Sense persuade BA into a cutting edge experiential idea – actors on the Heathrow Express talking in loud voices about how lucky they were to take advantage of checking in online, before breaking cover with the line ‘Have you clicked yet?’ and dishing out Z Cards. […]
70 Imagination, Sony Europe (2007, Brand Theatre) Imagination’s carefully constructed multi-brand press launch, that took over the centre of Rhodes and a big hotel, was certainly a sign of the times. It has been copied a lot. I’d say Imagination gets copied more than any other event agency, and this was a great example of […]