ViewPoint - Martin Ballantine

PR agencies failing to exploit 'experiential marketing' are likely to find themselves in 'serious trouble', according to Launch Group's director of experiential Martin Ballantine.

In his video-clip for PRWeek, Ballantine defines experiential marketing as encouraging ‘learning by doing’. He jokes: ‘It seems to be tagged to the end of every new-busi­ness brief – with everyone thinking they want it.’

Ballantine goes on to argue that ‘trad­itional ads are finding it harder to reach people’, and that the PR sector must capitalise.

He concludes: ‘Experiential is at its tipping point primarily because of the consumerisation of technology. Joe Public has all but taken control. We have all become reviewers and journalists – and ad-land can’t cope.’

Do you agree with Martin? E and we’ll publish your views online or on the letters page.

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In association with Radio Lynx CONTENT T 020 7349 2020

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