Speaking on the subject of creativity and ROI, Innocent brand activation manager Jamie Sterry said: "In terms of the creative process, what you need is a clear idea and a clear understanding of why you’re doing it. Once you have the idea, it is about being brave enough to do it without compromising and worrying too much about the ROI details that can kill an idea before it gets off the ground.
"It is important to spend 80% of your media budget on traditional [marketing] platforms but save 15% to 20% to do interesting, brave things that do not necessarily pay back in terms of immediate product sales, but feel right for the brand."
The roundtable, chaired by Event’s editor-in-chief Yasmin Arrigo and delivered in partnership with London & Partners, was attended by a number of experiential experts, including Melissa Noakes, head of experiential marketing at Sony Mobile Communications; Neil Hooper, creative director of The Circle Agency; Deborah Armstrong, creative director of Shangri-La at Glastonbury; and Luke Hodson, founder of Urban Nerds Collective.
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