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The last few years have been busy for the experiential marketing industry in Ireland.
Irish experiential marketing agencies, and the brands they work for, have bounced back from a Covid-induced lockdown that has banned live event staging in a market hungry for live experiences.
Entry-level experiential marketing is a fast and effective way to build awareness through face-to-face connections with consumers, typically at live events, product launches, pop-up stores, and increasingly in digital spaces such as: It is increasingly used by marketers as an effective method. metaverse.
With a global experiential marketing industry worth an estimated €67 billion, marketers and marketing agencies are keen to get their piece of the action, and it’s also one of the brightest stars in the marketing sky.
Just before Christmas, Verve, Ireland’s largest experiential event agency with €25 million in sales, was acquired by US company The Opus Group. Founded by Ronan Traynor in 1991, Verve’s Irish and UK customers include Diageo, Coca-Cola and Google.
The deal follows the 2021 sale of another Irish agency, Honey+Buzz, to another US company, Allied Global Marketing (AGM). Founded in 2019 by brothers Johnny and Paddy Davis, the Dublin-based agency has since been rebranded as AGM and works with brands such as Heineken his Ireland, Brown his Thomas and Dyson. At the group level, AGM’s clients include Hulu, DreamWorks, Paramount and ByteDance.
The growth of experiential marketing has prompted creative agency Boys+Girls to launch its own dedicated business in 2022. The company, called EXP, launched the world’s first Lego Cafe and is working with mobile operator Three through Live. National sponsorship portfolio of his 8 festivals in the UK in the last 12 months.
Experiential marketing has been around for a long time. Perhaps the first experiential marketing event was the 1893 World’s Fair in Chicago. An estimated 29 million Americans who visited the exposition that year were introduced to brands such as Crackerjack popcorn, Aunt Jemima’s pancakes his mix, and Wrigley’s chewing gum. According to reports at the time, the founder of the company of the same name, William Wrigley, used the fair to test-market Juicy Fruit chewing gum.
“Experience marketing enables brands to build genuine relationships with their target audiences. , we want to create deeper, more emotional connections.”
President of AGM’s Experience Business.
According to Davis, one of the agency’s recent highlights in 2022 was celebrating its 25th anniversary with Paramount. south park We did a series of pop-up experiences in cities like London, Berlin, Tokyo and Mexico.
“Done right, the holistic brand experience can trigger desirable perceptual and behavioral shifts. Brands that do not or cannot invite audiences to immerse themselves in the brand’s world are falling behind.” With the right strategy, ideas and execution, experience marketing can create the most powerful and memorable connections with consumers,” adds EXP’s Karleen Smyth.
Davis and Smith said the lockdowns of 2020 and 2021 have caused a degree of self-analysis within the industry as many people have moved their social and work lives online. As more brands venture into the metaverse and seek to harness the power of digital’s near-universal dominance over society at large, it looks like digital experiences will play an even bigger role.
“The world is changing and there is no going back to before 2020,” Smyth said. “Yes, digital experiences definitely have a role, but I see it as a complementary role rather than a leading role at the moment,” she adds.
“Experiences should be technology with intelligent ideas grounded in real-world human and cultural insights that turn audiences into advocates, regardless of channel.”
So, again, experience is important.
Bloom joins LWA
LWA Group, led by Colin Culliton, has acquired a majority stake in creative agency Bloom.
Founded in 2020 by David Quinn and Damian Penco, clients include Citroen, Brady Family Ham, LloydsPharmacy, JustEat and Sunway Travel.
LWA Group owns a number of creative services businesses such as Pluto, Tap Creative, VAAS Video Production and Zest Product Solutions.
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The campaign features comedian Aisling Bea.Photo: Wire image
beer cheers
Jameson, owned by Irish Distillers, has rolled out a new TV campaign to encourage responsible drinking as part of the brand’s plan to tackle excessive consumption and alcohol abuse.
Called ‘Easy Does It’, the campaign was created by agency TBWA\Dublin and features Irish comedian Aisling Bea. She finds herself in a typical social drinking scenario where consumers can find themselves when they choose to abstain or skip drinking.
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