Matt Eastwood Does a Person Need to Be Physically Present for a Brand Experience to Resonate? What defines an experience? According to “the Internet,” an experience is “something that happens to somebody.” I like that definition. It’s vague without prerequisites and it does not delineate the environment or space. Co-creation Is Key to a Successful Agency-Client Relationship For an ad agency to be a successful business partner, it’s important that it truly act as a partner. And, as scary as it may seem, that means inviting clients to partner in the ideation stage of the creative process.