By Jennifer Faull

As the lockdown restrictions lift in the UK and US, marketers are mulling a return to experiential marketing.

For over a decade, experiential marketing had seen exponential growth as marketers pumped budgets into big-ticket sponsorship and local activations to bring their brands to life. Over $84bn was spent globally on the medium in 2019. Then Covid struck.

Sporting events were postponed, festivals shut down and high streets deserted, leading the sector to plunge 15% overnight according to stats from PQ Media.

“We didn’t think it would last the year – we thought there would be a V-shape in 2020 and we would Read full story ›

Source: The Drum