The agency has introduced a new initiative called Real People to strategically search, select, train and manage personnel for live brand activations.
These individuals need to share the values of the brand and possess skills that go way beyond ‘bringing your brand to life’.
Sense has been developing its new approach to experiential personnel over the past year.
"A decade ago we saw ‘promotional staff’ evolve into ‘brand ambassadors’", said Real People director Cathy Henderson.
"The idea then was to create individuals who’d represent a brand, its core values, with a personality that was the human manifestation of its proposition.
"However, the staffing pool remained the same and the agency processes unchanged. We now find ourselves at a stage where traditional brand ambassadors are no longer enough."
According to Henderson brands need skilled professionals who can respond to diverse needs and cover tasks that go beyond promoting a product.
"The difference in our approach is that we seek out people who can do more than just represent and be the face of a brand. We look for people with the same values to ensure they can fully embody the brand and connect with consumers on a deeper level," Henderson said.
For example, the brand ambassadors who represent media title The Economist were hand-picked by the team behind Real People for their affinity with the brand. They then underwent rigorous brand and sales training specifically for the role.
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