Yasmin Arrigo

Head of audience engagement
From masculinity undone to conceptual realism, how Getty Images aims to influence storytelling in 2018
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From masculinity undone to conceptual realism, how Getty Images aims to influence storytelling in 2018

Multiculturalism, LGBTQ representation and mental health awareness are the global search terms posting the sharpest increases from brand and agency customers of Getty Images.

Cadbury launches Creme Egg Camp
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Cadbury launches Creme Egg Camp

The confectioner has announced a campsite hideaway in East London, launching this Friday.

Lucasfilm unveils hyper reality Star Wars experience
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Lucasfilm unveils hyper reality Star Wars experience

Lucasfilm's immersive entertainment division ILMxLAB and The Void have opened a first-of-its-kind hyper reality experience in London.

Behind Lumiere London's mission to light up 2018's dreariest weekend
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Behind Lumiere London's mission to light up 2018's dreariest weekend

From flamingos to musical seesaws, the Northern Lights and an underwater world, the second edition of Lumiere London aims to brighten up the capital - but how have the creators of the event adapted its award-winning formula?

How brands can embrace Pantone's Colour of the Year 2018
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How brands can embrace Pantone's Colour of the Year 2018

The colour institute has released its annual Colour of the Year, but will brands adopt its vibrant tone?

Why Nike Strike Night is the experience we all wish we'd created
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Why Nike Strike Night is the experience we all wish we'd created

Dubbed Fight Club for football by lead agency XYZ, Nike took a secret event in London and turned the on-pitch action into a cultural moment.

Event Awards 2017 sells out
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Event Awards 2017 sells out

The 20th edition of Haymarket's annual event to celebrate excellence in brand experiences has sold out.

MCI launches experience arm led by Kim Myhre
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MCI launches experience arm led by Kim Myhre

MCI, the global events network, has launched a UK experiential agency headed by Kim Myhre, former managing director at FreemanXP.

Seven of the best... experiential stores of 2017
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Seven of the best... experiential stores of 2017

Flagship stores are becoming the beacon of the brand experience on a high street near you.

Cross-brand collaborations: the wishlist
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Cross-brand collaborations: the wishlist

Three experience agencies share their dream brand collaboration and how they would deliver the live activation

How Oath set out to democratise fashion at LFW
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How Oath set out to democratise fashion at LFW

Yahoo Style, an Oath brand, has kicked off its year long partnership with the British Fashion Council with a mission to provide an alternative front row experience to their users through live streaming and events.

Dr. Martens creates roadside music activations
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Dr. Martens creates roadside music activations

Dr. Martens has created a roadside movable music experience for its inaugural UK Stand for Something tour.

Trending on and off the turf: how Premier League players are boosting their social media reach
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Trending on and off the turf: how Premier League players are boosting their social media reach

The top ten player influencers in the Premier League, ranked by We Are Social.

Who is winning the Premier League on social media?
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Who is winning the Premier League on social media?

These are the football clubs scoring the best engagement rates across Twitter and Facebook, according to We Are Social.

Pick of the week: BT Sport "Being Dele" by Abbott Mead Vickers BBDO
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Pick of the week: BT Sport "Being Dele" by Abbott Mead Vickers BBDO

Yasmin Arrigo is charmed by BT Sport's fast-paced tale that transports viewers through a series of sporting moments.

The Neymar price tag deconstructed
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The Neymar price tag deconstructed

The multi-million transfer fee has considerable ramifications for both PSG and the player. Sponsorship, licensing and sports marketing experts analyse the world-record football transaction.

Pick of the week: Asics "#IMoveLondon" by Edelman
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Pick of the week: Asics "#IMoveLondon" by Edelman

Yasmin Arrigo can't get enough of Asics UK's execution of its "I move me" rebrand campaign.

Kim Myhre leaves FreemanXP
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Kim Myhre leaves FreemanXP

Senior vice president (SVP) and managing director of FreemanXP EMEA has left the agency after three years.

Brand Experience Report 2017: Measuring engagement
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Brand Experience Report 2017: Measuring engagement

As the IPM develops a standardised measure for brand experiences, we look at the challenges of rating the effectiveness of campaigns.

Brand Experience Report 2017: Four newbie specialists to watch
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Brand Experience Report 2017: Four newbie specialists to watch

Our pick of the best new agencies making a splash in the experiential world.