Industry experts claim experiential marketing is set to defy the recession

Five of the industry's top experiential agencies revealed their thoughts on the future of the event discipline at a breakfast forum held on the roof terrace at Soho House yesterday (21 May).

Creative Brief's experiential event at Soho House
Creative Brief's experiential event at Soho House

Representatives from Exposure, ID, Iris Experience, RPM and Sledge each gave five to ten minute presentations on what experiential is, what it can achieve for brands, what the future holds for the discipline, and how to make experiential campaigns effective.

On a positive note all five members of the panel were very optimistic about the future of experiential marketing, and all believe that it should be an intregal part of a brand's event marketing strategy.

Cameron Day, business development manager for Iris Experience said: "The days are gone where experiential was dismissed as too expensive. It can be achieved on a variety of budgets."

Dom Robertson, client service director at RPM echoed these sentiments: "This is a great time for experiential campaigns. It is a perfect way to deliver product truths. It is a wonderful time to be out there with consumers. Recession is a great time to show a brand is out and about."

Sledge commercial director Ian Irving added: "Collaboration is key to any successful experiential campaign. You need to sit down with the digital agency, the above the line team, and work out the right strategy. It may be labourious, but it works."

Produced by Creative Brief the event also attracted a number clients from companies including Cadbury and Peugeot.

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