Experiential Marketing's Reset Is Being Propelled By ‘Virtual Fatigue’

Digital should be part of a balanced use of interactive screens as in-person events retake center stage

“Enthusiastic caution” may be the most celebratory description for the current state of experiential marketing. Tugging at the imaginations of agencies and marketers is the idea that a backup plan and disaster preparedness must be baked into every program moving forward.

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This story first appeared in the May 3, 2021, issue of Adweek magazine. Click here to subscribe.