Day 1: 10th September

  • 10:00 am
10:00 am
Welcome remarks

James Wallman

Sector Specialist

Department for International Trade

  • 10:05 am
10:05 am
Opening Panel: The Experience Economy: the future of live storytelling

The experience economy post coronavirus: how brands are adapting experiential activities to stand out from the crowd
Giving the same credibility to experiential marketing and established media channels to drive growth
Maximising the potential of an experience-first campaign and understanding how it fits into your brand strategy

Anthony Duckworth

International experiential marketing director

American Express

Amy Brown

Head of creative strategy


Maria D’Souza

Marketing director

Barclays Ventures

  • 10:45 am
10:45 am
Session break
  • 11:00 am
11:00 am
Presentation: Using consumer insights to tell a compelling and authentic brand story

Creating an emotional journey for consumers through psychology and behavioural insights
Strategic concept development to create synergy between your brand and the experience
Maximising the human interaction at the heart of an engaging experience

Michael Swaisland

Head of insights EMEA


  • 12:15 pm
12:15 pm
Networking lunch break
  • 1:15 pm
1:15 pm
Presentation: The theatre of tech: harnessing technology to create immersive experiences for maximum brand impact

Understanding the role of creative and interactive technology as part of a creative immersive experience
Sensitive integration of your tech offering into experiences to boost engagement
How tech can build in adaptability with virtual experiences and online launches
Bringing your products to consumers by providing personal experiences that use tech in the home

Steven Dolcemaschio

Global marketing director

Sonos Inc

  • 1:45 pm
1:45 pm
Session break
  • 2:15 pm
2:15 pm
Panel: Free experiences or paid-for experiences: which do customers value more?

The impact of ticketed and exclusive events on your experience strategy
Maximising the value for your audience: should you charge for high-quality experiences?
Weighing up the impact on your budgets and return on experience for your audience

  • 2:45 pm
2:45 pm
Session break
  • 3:00 pm
3:00 pm
Presentation: Globalise and localise: International experiential campaigns

Adapting your experiences to make them culturally relevant by leveraging data analytics and insights
Developing a consistent brand experience that deepens the relationship that people have with your brand
Standardizing your measurement metrics to have a meaningful reflection of your success

Tugce Aksoy

Global brand Manager – Magnum


  • 3:20 pm
3:20 pm
Session break
  • 3:35 pm
3:35 pm
Panel: Return on Experience: Understanding the metrics and impact of brand experiences

Identifying valid measurement metrics to evaluate the success of experiential marketing
Capturing strategic data to feedback across your team
Exploring the relationship between sales, brand health and awareness, and experience

Meredith O’Shaughnessy


Meredith Collective

Maria Koutsoudakis

Brand and marketing director

Vodafone UK

Jane Culcheth Beard

Customer events and experience director EMEA


Joe Marshall

Senior strategist


  • 4:15 pm
4:15 pm
Chair’s closing remarks

James Wallman

Sector Specialist

Department for International Trade