05/02/16

Major brands join Sense to show power of real world marketing

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Innocent drinks and The Economist will top the bill at a week-long launch event for Sense’s new book Real World Ideas, a guide to one of today’s most influential, yet misunderstood, marketing disciplines, experiential.

Held at The Coningsby Gallery, Soho in London from 8 to 12 February 2016, The School of Real World Ideas will reveal the secrets behind successful modern experiential marketing, and what it has achieved for leading brands. Marketers and anyone involved or interested in marketing are invited to arrange a meeting with members of the Sense team, who will be on hand to give help and advice. There will also be regular informal presentation sessions, which will be open to brand owners.

An evening event will also take place at the venue during the week, featuring presentations from Innocent and The Economist.

“We now see experiential as our key to marketing in the real world, real time,” said Marina Haydn, Senior Vice President Circulation and Retail Marketing at The Economist, who will be offering key insight into the newspaper’s award-winning ongoing real world campaign. “It has been fantastic to see results continually improving through the campaign run-time, and effectively become a new channel that steadily delivers results in the realm of offline marketing.”

Haydn will be presenting alongside Innocent’s Brand Activation Manager Jamie Sterry. The drinks brand is working with Sense on a series of real world activations, the first of which kicks off in February.

“I’m looking forward to being part of the launch for the Real World Ideas handbook,” said Sterry. “Sense’s strategic thinking really stood out from our first meeting with them, and we’re enjoying working the agency as we shape the direction and ambitions for the Innocent brand.”

Commenting on the Real World Ideas launch, Sense MD Nick Adams said: “More and more campaigns have an experiential core, and the aim of our new book and the School of Real World Ideas is to help marketers understand how the discipline has progressed, why it works, how to brief for the most effective results, how to measure and evaluate, and to take people on a tour of some great examples.

“We’re delighted to welcome Innocent and The Economist at our launch event, while we also invite people to drop into The Coningsby Gallery across the week to learn about real world marketing.”

The School of Real World Marketing will take place from 8-12 February at The Coningsby Gallery, 30 Tottenham Street, London W1T 4RJ.

If you are a brand owner and would like to attend a Real World Ideas session or arrange a meeting with the Sense team, please contact hayley@senselondon.com

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