Campaigns shouldn’t start with an ad

“As an industry, we've become comfortable treating experiential as the moment a campaign comes to life. I think we've got that the wrong way round.”

In his latest opinion piece for Campaign, Nigel Clifton, Head of Creative at N2O, explores why brand experiences should play a much bigger role at the start of the creative process.

The article discusses the growing investment in experiential, the role real-world experiences can play across the marketing mix, and why brands should be asking one simple question much earlier:

“What experience could this brand create?”‍

‍Check out the full article here.

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