N2O’s Head of Creative, Nigel Clifton, is leading the IPM’s Experiential Committee, which is focused on driving industry-wide progress in our marketing discipline.

It’s been a little over a year since Nigel took the Chair position at the key industry group dedicated to championing, evolving, and elevating the experiential marketing sector — the IPM’s Experiential Committee.

The Core Work of the Committee

The Committee’s core mission is to push the experiential industry forward and define what experiential marketing actually is.

The group works to raise the profile of experiential, collaborating with agencies, brands, educators, and wider industry stakeholders.

A major focus is encouraging greater student engagement with the discipline — helping early-career marketers understand the creativity, innovation, and commercial impact that experiential work offers.

As the industry continues to grow, attracting the next generation of talent will be crucial, and the Committee aims to help shape that pipeline.

A Universal Measurement Framework

One of the most significant challenges within experiential marketing is measurement.

While we know the impact of real-world brand experiences is profound, clients increasingly ask for clear, consistent, and comparable metrics.

The Experiential Committee is now embarking on a major initiative: developing a universal measurement framework for experiential marketing.

This work will involve:

• Reviewing existing measurement approaches across agencies and sectors
• Identifying commonalities and gaps in how experiential effectiveness is reported
• Designing a unified, industry-endorsed measurement tool that gives clients the transparency, confidence, and comparability they need

This universal tool aims to help agencies and brands articulate the value of experiential more clearly than ever — strengthening the discipline and supporting further investment.

The IPM’s Experiential Summit

To fuel this progress, the IPM will be hosting an Experiential Summit this quarter, bringing together the industry’s brightest thinkers and most influential players.

The event will create space for discussion, innovation, and alignment on the sector’s future.

We’re excited to join the conversation, share expertise, and collaborate with the wider industry to continue championing this powerful — and truly memorable — form of marketing.

Watch this space. Big things are coming for experiential.

✨ Want to explore how experiential can drive real impact for your brand?

From strategy to execution, we help brands create meaningful, measurable experiences that people remember.

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