The IPM's commitment to proving the effectiveness of experiential is to be applauded, but seeking a universal measurement technique is the wrong approach, says Alex Smith, planning director at Sense.
Brand purpose is not just a tagline; it's an existential statement about how your whole business works.
Alex Smith, planning director at Sense, believes emojis and gifs are simply a way to make words a more engaging experience that convey the nuances only possible by meeting face-to-face.
With the number crunchers letting us down on a major scale in failing to predict both Trump and Brexit victories, Sense's Alex Smith says its time to engage with people rather than just figures.
Is it time that brands got more human, asks Sense's Alex Smith.
The only certainty for 2017 is uncertainty, writes Alex Smith.
Does a wealth of information about brands mean we no longer need advertising, asks Basic Arts' head of strategy.
You don't have to be a retail brand to be on the high street anymore. Alex Smith, planning director at Sense looks at the growing pop-up phenomenon and how brands can get the most from it.
There's a new and growing driving force in marketing. Pulling together recent statistics and expert comment, Alex Smith looks at the continued growth of experiential.
There have been plenty of discussions about what marketers can learn from Pokemon Go's mad success. Sense's Alex Smith pulls out three you may not have considered.
Microsoft's acquisition of LinkedIn for £18.4bn could lead to the complete integration of the platform's global 433+ million professions into the tech giant's business services, writes Alex Smith.
New research by real world marketing agency Sense into consumers' relationships with brands finds it's a marriage on the rocks. Alex Smith, the agency's planning director, talks through the issues.
The increasing diversity and continual evolution of this growing marketing discipline makes it tough to articulate. But Sense planning director Alex Smith believes he has a solution.
Thanks to Jade Goody and Jeremy Beadle, experiential can help advertising get real and closer to people's lives, says Alex Smith, planning director at Sense.
As Twitter celebrates its 10th birthday, could change at the social platform mean it won't see out another decade, or will it signal longevity, asks Basic Arts' Alex Smith.
We've all read about mobile, VR, CSR and 360 video, but what are the really new and exciting undercurrents starting to create ripples in the brand experience pool? Regular Event blogger Alex Smith, from Sense, picks his top three.
To really uncover the future of marketing, we should be looking 12 years ahead, not 12 months, says Basic Arts head of strategy Alex Smith.
Protein World is back, this time with a TV ad. Will it wield the muscle and have the impact of last year's most controversial campaign? Alex Smith of Sense reacquaints himself with the brand to find out.
If adverts were in more real, relevant places, they'd create deeper brand experiences and be more effective, says Alex Smith, planning director at agency Sense.
The best modern brands don't have an innate 'coolness' that gives them their allure; they change their business to act as a foundation for their marketing, says Alex Smith, founder of Basic Arts.