IPM at Brand Experience 360: Key Industry Takeaways

In an increasingly digital world, the physical experience has become more powerful than ever. Brand Experience 360 brought this evolution into sharp focus, with keynotes speeches from the likes of Red Bull, SKY, and PepsiCo. Emma Kirk, drawing from her in-depth involvement with the IPM’s experiential marketing community , shed light on the future trajectory of brand interactions. From the blurred lines between billboards and brand experiences to the role of dual screening in amplification, this recap offers a glimpse into the key changes taking place in experimental marketing today.

John Beasley , formerly Head of Brand at Red Bull UK and now Global Director of Consumer Experience at BAT , has played a pivotal role in the evolution of brand experiences, particularly in Formula 1. He underscores every touchpoint as a chance to win lifelong fans, which moulds his entire approach to creative direction. Following his introduction, Olivia Rayner , Creative Director at Sense Marketing , takes to the stage surrounded by newspaper headlines and GIFs. The word crisis is mentioned prolifically, and climate change is labelled as an existential threat. Rayner delves into the “connected anxiety” prevalent today, highlighting how brands can play a crucial role in addressing the emotional pain points of Gen Z—dubbed ‘the lonely generation’. She asserts that digital media struggles to resolve anxiety needs, which opens an opportunity for brands to foster deeper connections through brand experiences that resonate deeper in the physical world.

Emma Kirk , General Manager at the IPM, joined a panel discussion on the future of experiential marketing. This discussion reinforced the need for clear industry benchmarks to effectively demonstrate the impact of brand experiences. However, as no two experiences are the same, measuring effectiveness poses a significant challenge for the industry—one that the IPM is committed to resolving. The discussion also explored the rise of dual screening at live events, with David Ogiste from Nobody’s Café highlighting that “amplification turns an experience from one person to a thousand.” Sustainability was another major topic, with a consensus that even if research suggests Gen Alpha is less concerned with climate change, experiential marketing strategies should remain committed to environmental stewardship.

Sarah Mahoney , Marketing Manager, UK Beverages, PepsiCo , discussed Pepsi’s marketing strategy and the role of music in unifying fans under a brand. Mahoney points out that while functional benefits have traditionally dominated the messaging within the food and beverage sector, Pepsi is now focusing on the emotional benefits—going “unapologetically all-in on music”. She then breaks down the fan journey to demonstrate how the experience itself is just a fraction of a much larger narrative. When discussing the recent Pepsi rebrand, Mahoney clarified that it was far more substantial than just a logo change. This three-year brand relaunch has profoundly influenced Pepsi’s approach not only to branding but also to crafting brand experiences, aligning more closely with the emotional and cultural currents of today’s consumers, particularly Gen Z.

The discussion on the role of space in brand experiences, guided by Derek Manns , Head of Commercialisation at Landsec , provided insight into the blurring lines between traditional advertising and brand experience. This session took the audience through a historical journey of billboards in Piccadilly Circus, starting from the 1900s. This timeline highlights how traditional advertising is evolving from a passive billboard experience to becoming an interactive experience that goes beyond the billboard thanks to developments in QR Codes and Augmented Reality (AR). The session wrapped up with the introduction of a new brand experience venue called ‘Below the Lights ‘, situated beneath the iconic Piccadilly Lights.? The space is designed to offer brands a platform for highly immersive and engaging experiences right in the heart of London. These developments highlight how crucial physical spaces are in the current landscape of brand experiences, offering new ways for brands to engage audiences and leave lasting impressions.

As we look back on the key insights shared at Brand Experience 360 , it is clear that the landscape of experiential marketing is on the brink of change. As digital and physical collide, brand experience is set to become more immersive and omnipresent than ever before. In this new wave, the IPM’s efforts to collaborate with the experiential marketing community to establish industry standards for measuring effectiveness have never been more valuable. As brand experiences shift from peripheral to central elements in marketing strategies, the demand for robust metrics to assess their impact becomes increasingly vital. The IPM and its partners are leading these initiatives, dedicated to supporting the experiential community in driving the industry forward. This commitment ensures that as the landscape of experiential marketing continues to evolve, it does so with a clear understanding of value and impact, promising to transform how brands engage with their markets globally.

The Stage is Yours

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