Tell them and they'll forget; show them and they may remember; involve them and they'll understand

Lorna Hawtin

This year, many of the most powerful and interesting submissions to the Effectiveness Awards have centrally featured experiential elements. A discipline which has emerged from its largely tactical role to become a much more central part of brand strategy, is finally being celebrated amongst the IPA community for its effectiveness, it would seem. But why so late to the party?

One thing is clear; the sudden appearance of experiential on the IPA Effectiveness Awards' horizon is a reflection of a growing curiosity towards these types of activities amongst a broader range of agency types and clients. The vast majority of this latest crop of cases, whether it's the mobilisation of advocates on behalf of Iceland or Marmite, or the 'celebrity event' of the Walkers' Sandwich campaign, or even the FARC Christmas tree installations, have been submitted by agencies who would probably not count themselves as experiential specialists.

Experiential emerging as a strategic driver