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Brands excited about experience, but are they ready?

Agencies are gearing up to respond to brands' desires to combine creative with experience, but Oliver Group's Mark Bell says one challenge is the alignment of brands' internal teams and silos that sometimes separate marketing from innovation and technology units. OgilvyOne's Nina Taylor says brands need to be careful about simply jumping on the experience bandwagon, and ensure any initiatives truly offer something valuable to the consumer.

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