Econsultancy columnist Nikki Gilliland has shared six of the best experiential marketing campaigns of 2017. Gilliland says, “The popularity of experiential marketing continues, with brand events and experiences proving bigger and better than ever.  The benefits are clear. According to a study by Freeman, over half of global CMOs see brand experiences as a way to forge ongoing relationships with audiences, while 90% of global marketers think that brand experiences create more compelling engagement. So, what has wowed us in 2017? Here’s a quick run-down of some of the most innovative experiential... [...]

Amanda Zantal-Wiener says, “What makes a good story? Is it the happy ending? Maybe it’s the valuable lessons, or the hilarious, unexpected plot twists. But what makes a story just that — a shareable, captivating narrative — is the experience it describes. It’s the who, what, where, when, and how. It’s the tale of what happened. As marketers, we love good stories. We seek to tell them through the messages and content we put out there. But while we’re great at telling those stories, what we don’t do nearly enough of is creating them. And that’s... [...]