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How experiences can be rocket fuel for earned media in the creator economy

LondonInsights

July 14, 2025

We humans have an innate drive to seek new experiences

Curiosity and novelty – tapping into the ‘show me something different’ drive

What creators aim for

How the algorithm amplifies it

What brands can do

steve madden event
steve madden event

Escapism and vicarious experience – the ‘take me somewhere else’ drive

What works for creators

How the algorithm amplifies it

What brands can do

Inspiration and learning – the ‘help me grow’ drive

What works for creators

How the algorithm amplifies it

What brands can do

Behind the piece

Tom gray 02

Tom Gray

Chief Strategy Officer
 Imagination

Tom helps brands and organisations to develop game-changing propositions, products, experiences and campaigns that can create sustainable, impactful growth.

With a background spanning innovation consulting, marketing strategy and business model innovation, he’s happy to be the grit in the oyster, challenging the status quo and exploring the possible to help teams achieve the remarkable.

Tom is an Associate of the Imperial College Business Design Studio and an Expert in Residence for The Imperial Enterprise Lab

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This article first appeared in Campaign written by, Tom Gray, Global Chief Strategy Officer from our London studio.

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