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Why are brand experiences bucking the decline in marketing budgets trend?
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Live experiences couldn't get more real. They provide consumers with a tangible connection to a brand. But in an era of declining third spaces, consumers need to be wowed if they are to venture out their homes to attend an event.
Louisa O'Conner if the founder and managing director of experiential agency Seen Presents. She joins the podcast to discuss the change in consumer behaviour, why consumers generally prefer grassroots events to premium and how the pressure put on live experiences makes them feel like the ultimate wedding.
Hosted by Campaign's tech editor Lucy Shelley, this episode also features deputy creativity and culture editor Charlotte Rawlings.
Further reading:
The experiential antidote to Gen Z’s dying third place
UK firms cut marketing budgets for first time in four years: IPA Bellwether
‘A tough start to the year’: IPA Bellwether adland reaction
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