Being seen isn’t the same as being noticed, and a line around the block doesn’t explain what an event accomplished. As brands invest more in experiences, this conversation looks at what earns people’s attention and how to connect that attention to results.
Today, we’re joined by Pauline Oudin, CEO of Gradient Experience, an experiential agency working across luxury, spirits, beauty, and technology. We talk about how experiences have moved closer to the center of the marketing mix, what brands should expect from them, and how to measure their value. Pauline also shares examples of how a strong experience can become a larger brand program, with a focus on making sure the creative work delivers on the business goals behind it.
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