AdAge:How Agencies Are Rethinking the Importance of Experiential Marketing

After spending years as an afterthought, experiential marketing has evolved into a core offering for many advertising agencies, as clients seek to put real-world experiences at the heart of their campaigns.

AdAge spoke with Creative Director and Brand Activation Specialist Abby Peterson on the subject to explain the importance of gaining client trust and proving return on investment. She helped bring Gorton’s Seafood to SXSW in Austin, Texas, creating an activation that used food, live music, merchandise, and influencers to generate buzz for the brand. Through heat mapping, trackable coupons, social impressions, and consumer interviews, measurement was built into every element of the experience.

Read the full article here.