Tell them and they'll forget; show them and they may remember; involve them and they'll understand
Lorna HawtinTBWA\Manchester
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...