Q&A: Rutchik on 'Experience' Marketing

As marketers continue to crack down on spending, Brandweek approached the experience-marketing firm George P. Johnson to find out if they thought this growing channel would be affected. Not surprisingly, its general manager Jeff Rutchik was bullish on this marketing tool. However, he backed it up with some interesting arguments about differentiating between an event and an experience, ways to do this, as well as reasons why marketers will continue to embrace engaging consumers face-to-face.