WELCOME TO THE EXPERIENTIAL ESSAYS - MARKETING SPECIAL

If you were one of the millions of people who attended a music festival this summer, you will have noticed

a sea of brands jostling for your attention, offering anything from free samples to a spot of themed entertainment.

The issue of consumer engagement has never been higher up the marketing agenda, as brands seek more original and compelling ways to break through the clutter and connect with their target audience.

At the heart of this quest for face–to–face communication are the experiential marketing agencies that aim to generate
deeper and morememorable brand relationships through bespoke, branded ‘live’ events.

Within this special website, some of the leading thinkers from experiential marketing agencies have given us their thoughts
on the industry. Their essays and videos come together to form a useful microcosm of this dynamic and ever–changing sector.

We hope our essay writers — and their videos — interest, inform and inspire you.

Richard Abbott, Deputy editor, Marketing