As we (hopefully) edge closer to a post-pandemic state of equilibrium, Campaign spoke to UK experience agencies to find out what brand events will look like over the next 12 months.
Culture at the core
Bixanne Tam – Creative producer, XYZ
Placing culture at the core is all about brands being more human, relatable and emotionally intelligent, which helps to build genuine connections with their audiences. Brands can tap into the cultural landscape more authentically by being community-driven. By listening to the conversations happening within communities, they can play a more active role in supporting them. Experiences help bridge the gap between brand and audience, bringing brands to a level where they can become part of the conversation rather than being an outsider.
Audiences are wanting more brands to communicate their goals that align with their own interests and values through a cultural lens and want to see action and progression towards these goals, not just words. They want to be a part of experiences that play an active role in supporting culture and communities, something that has longevity, not just a one-off.
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