Bigger budgets don’t always mean better experiences. Michael Gietzen explores why the best experiential activations focus on simplicity, impact, and execution, rather than unnecessary complexity. Yesterday’s Artemis II launch got
Tag: Brand experience
Reinvention or risk? Why experiential is your smartest bet
Brands often face a defining choice: evolve or erode. Michael Gietzen, Group CEO of Identity, explores the paradox of reinvention, why change both fuels and threatens
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