Magazine

Agencies Everywhere See Experiential Marketing as the Next Big Thing, and Brands Want In

Clients invest more, and competition increases among creative shops

Salesforce built a tech village for its Dreamforce 2016 mega-event in San Francisco.
By Patrick Coffee

October 1, 2017

Advertisers haven’t had to look too far for negative news lately. But as broadcast spending dips and clients question the safety and effectiveness of digital buys, more and more agencies are turning toward a rare bright spot in the ad world: experiential marketing.

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This story first appeared in the Oct. 2, 2017, issue of Adweek magazine. Click here to subscribe.

Patrick Coffee

Patrick Coffee is a senior editor for Adweek.

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