Balancing brand objectives with shifting audience expectations is one of the biggest challenges in experiential events. George Perry, Global Business Development Director at Identity, explores
Whose brief is it anyway; the brand or the audience?
Theme: Future Forward
Align your brief to what really matters
Too many briefs confuse event objectives with business objectives. Lindsay Neyjahr, Client Services Director at Identity says that if you want your investment in experiential
The creative constraint paradox: Why regulatory boundaries spark better innovation
Compliance doesn’t have to be creativity’s enemy. The best agencies know that regulatory constraints can actually fuel more innovative thinking, not stifle it. Janet Dodd,
Navigating the global political landscape in events
In a world where political and economic uncertainty is the norm, event strategies must be agile, values-led, and informed by the broader landscape. Janet Dodd,
Why plant-based menus matter in event planning
Plant-based menus aren’t just a dietary preference, they’re one of the most powerful tools we have to reduce emissions in event planning. As part one
The power of presence: why multi-sensory experiences deepen brand engagement
We don’t just experience the world through sight. The strongest memories and emotions are tied to all five senses: sound, touch, taste, scent, and movement.
Old tech on the horizon: VR’s second coming in experiential events
Once seen as a futuristic novelty, VR in experiential marketing was often more clunky than compelling. Now, thanks to advancements in hardware, accessibility, and strategic
Accelerating action: supporting more women into leadership
Progress on gender equality has been made, but more action is needed to ensure women step into senior leadership roles with confidence and support, says
Executing a strategy when the goalposts keep moving
How do you execute a strategy when the landscape refuses to stay still? In event management, agility is key, but only if the objective remains
The approach to new client pitches: partnership over presentation
Agencies that challenge briefs and engage as strategic partners, rather than just suppliers, create stronger client relationships and long-term success, says Janet Dodd, Chief Strategy