Content from our thought leader

Yasmin Arrigo

Editor-in-chief

Yasmin Arrigo is editor-in-chief of Event and has reported on events, travel and marketing for ten years at Haymarket Media Group. 

Ad for Secret Cinema's immersive Guardians of the Galaxy experience earlier this year

What the Secret Cinema deal means for the future of immersive entertainment

Secret Cinema’s growth trajectory is set to be supercharged by its recent deal with New York-based TodayTix, so what lies ahead?

Plus-size man working out at gym

Body-shaming brands and the male mental health crisis

While some ads that feature female models have been blasted for encouraging unhealthy body ideals, somehow those for young men have passed largely under the radar.

Vogue delivers a virtual 'Moment with the Met'

Anna Wintour hosted virtual event in lieu of gala being postponed.

Secret Cinema's 2015 production of The Empire Strikes Back

Disney partners Secret Cinema to create global immersive experiences

The companies agree multi-title partnership to bring productions to the US and UK.

U.K.'s Brand Experience Agency of the Decade makes U.S. debut

Campaign named the creative shop 'Brand Experience Agency of the Decade' in December 2019.

6 standout global live experiences

The very best in experiential and live activation from around the globe.

Why Twitter launched a candy shop in Union Square

Social media brand brought the sweetest activation to NYC as part of its 'Twitter Is' campaign

The original Woodstock: Bethel Woods (credit Getty Images)

RIP Woodstock 50: why some festivals are best left in the past

The second summer of love simply wasn't to be, according to experience experts

Stranger Things: 11 of the best brand collabs for series three

A buoyant 4 July brand celebration is under way...

Huawei and Amex spearhead brand activity at All Points East

Chinese consumer electronics brand among number of new partners for year two of festival.

Apple's instore experience wins Cannes Grand Prix for Brand Experience

The 'Today at Apple' retail project delivered by the US inhouse team across Apple stores has won the Brand Experience and Activation Grand Prix at Cannes Lions.

From masculinity undone to conceptual realism, how Getty Images aims to influence storytelling in 2018

Multiculturalism, LGBTQ representation and mental health awareness are the global search terms posting the sharpest increases from brand and agency customers of Getty Images.

Cadbury launches Creme Egg Camp

The confectioner has announced a campsite hideaway in East London, launching this Friday.

Cross-brand collaborations: the wishlist

Three experience agencies share their dream brand collaboration and how they would deliver the live activation

Dr. Martens creates roadside music activations

Dr. Martens has created a roadside movable music experience for its inaugural UK Stand for Something tour.

Kim Myhre leaves FreemanXP

Senior vice president (SVP) and managing director of FreemanXP EMEA has left the agency after three years.

Brand Experience Report 2017: Measuring engagement

As the IPM develops a standardised measure for brand experiences, we look at the challenges of rating the effectiveness of campaigns.

Brand Experience Report 2017: Four newbie specialists to watch

Our pick of the best new agencies making a splash in the experiential world.

Brand Experience Report 2017: IPM launches measurement scheme

The IPM is asking agencies to take part in the benchmarking test period for its new experiential measurement scheme.

Six experts predict the future of experiential

Brand Experience Report 2017: Campaigns of the future

As we enter the age of experiences, how will brand activations evolve? Six experts predict the future of experiential.

GET YOUR CAMPAIGN DAILY FIX

Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free