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Key reading

Warhol Absolut

Creating outstanding customer experiences: The 4S's of experience marketing

This article argues that brands need to change in order to offer great experiences. By reorganising around the 4S Marketers model to integrate the roles of Scientists, Strategists, Storybuilders and Socialisers. It includes a mini case study from Pernod Ricard.
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How to do effective experiential marketing

From sampling to stunts, a best practice guide to creating vivid consumer experiences.

IPA research on experiential marketing

Analysis of IPA Awards shows experiential has a fragmented identity, with a lack of industry benchmarks.

The case for live experiences

Why brand experience is important in building loyalty – and how it's different from traditional messaging.

Smirnoff redefines the idea of engagement

This report discusses how the vodka brand engages millennials with experiential and digital touchpoints.


Latest case studies

Desjardins - This is not a bank

Desjardins is a dominant financial institution in Québec, but with vitally different values from banks - it is owned by its members, who share in the profits.

Latest articles

Marketing a moment won't create a lasting impression

This article suggests that in order to turn consumers into vocal advocates, brands need to enable moments, rather than trying to become 'the moment', allowing consumers to create their own stories.

A priceless strategy for growth - and why MasterCard is no longer 'the best way to pay'

This event report considers how financial services brand MasterCard is repositioning itself as a lifestyle brand rather than a simple payments brand.

Why green tastes like lemon ice cream: Jack Morton Worldwide on sensory branding

This event report considers how marketers are neglecting opportunities to engage all of consumers' senses and suggests four practical ways they can make their brands more distinctive.

The Miami Heat redefine (and enhance) mobile engagement

This event report demonstrates how the Miami Heat, the basketball team, connected with fans in personalised ways via mobile.

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