Tell them and they'll forget; show them and they may remember; involve them and they'll understand

In 2011, many of the IPA Effectiveness Awards submissions centrally featured experiential elements. What can be observed about the measurement of experiential marketing from these cases? And what obstacles still remain in the quest to understand the value it can add to the bottom line? Experiential has a fragmented identity that makes it difficult to draw conclusions and industry benchmarks are few.

Tell them and they'll forget; show them and they may remember; involve them and they'll understand

Lorna HawtinTBWA\Manchester

This year, many of the most powerful and interesting submissions to the Effectiveness Awards have centrally featured experiential...

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