But with great power comes great responsibility
As the profile of branded experiences rises, so to do the demands on CMOs and agencies to play responsibly, measure effectively and deliver even better content that demonstrably moves the needle.
As the volume of experiential increases, consumer expectations increase too. Experiences need to provide value, and for consumers, engaging with a physical space is often a more meaningful way to align themselves with a brand than simply buying a product.
This year we are seeing how CMOs, brands and agencies are responding to the new landscape and we are exploring the new consumer expectations and brand opportunities that will be emerging in the next 12 months.