Sally Durcan’s take on Mo Saha from PD3’s essay “Experiential is dead…” published in Marketing Magazine on 20.10.10
“This is an interesting way of being able to say that Experiential is technically more important than ever before!
Targeted engagement is at the heart of emotional strategy development but it doesn’t stop there. Knowing which mechanics will be purely awareness raising in comparison to sales driving makes the end result hit those all important client KPI’s.
In essence I totally agree with PD3 but every agency wants to jump on the engagement band wagon and say they create emotionally engaging experiences but this is simply not the case.
How do clients get to know who is going to be the right partner to help them create those engagements? Perhaps the answer lies in what Jay Z says and many others have been saying – it is the power of the crowd not the power of the brand or agency”.