Yasmin Arrigo

Head of audience engagement
House of Vans launches first UK festival experience at Bestival
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House of Vans launches first UK festival experience at Bestival

The London-based space based on sports brand Vans will showcase creativity at Bestival's 15th anniversary at Lulworth Estate, Devon.

Hunter takes to the skies with world's first flying welly
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Hunter takes to the skies with world's first flying welly

The British heritage brand has launched its largest experiential campaign to date by flying a giant wellington boot shaped hot air balloon on a global tour.

Cadbury turns fans into inventors for biggest digital campaign
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Cadbury turns fans into inventors for biggest digital campaign

The Mondelez confectionary brand has launched a month-long campaign to get fans to create their own Dairy Milk bar.

Dare to dream? What World Cup success would mean for England players and their brand deals
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Dare to dream? What World Cup success would mean for England players and their brand deals

As the England team progresses, sports marketing experts analyse the potentially lucrative sponsorship deals for players and teams as the Fifa World Cup 2018 nears fever pitch

How Adidas embraced World Cup fever for its biggest UK football activation
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How Adidas embraced World Cup fever for its biggest UK football activation

The brand delivered the Adidas Creator Base, its most ambitious UK live experience to date, to engage London's football-obsessed youth.

How Hunter has harnessed the power of live experiences
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How Hunter has harnessed the power of live experiences

The British heritage brand has delighted and grown its fanbase in the UK and overseas across the past 12 months by delivering creative experiential campaigns.

Why Cadbury, Pernod Ricard and Ted Baker are opting for longer activations
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Why Cadbury, Pernod Ricard and Ted Baker are opting for longer activations

Brands are turning to longer-term experiences to engage their target audiences, Yasmin Arrigo reports.

YouTube throws house party for music streaming launch
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YouTube throws house party for music streaming launch

YouTube is hosting a four-day house party at 180 The Strand celebrating British music and culture, following the UK launch of its streaming platform.

Apple's instore experience wins Cannes Grand Prix for Brand Experience
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Apple's instore experience wins Cannes Grand Prix for Brand Experience

The 'Today at Apple' retail project delivered by the US inhouse team across Apple stores has won the Brand Experience and Activation Grand Prix at Cannes Lions.

Why it All Points East for Jägermeister, Hunter and Samsung
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Why it All Points East for Jägermeister, Hunter and Samsung

AEG Presents pulled in a stellar line-up of brands for the launch of its All Points East music festival in London's Victoria Park, Yasmin Arrigo reports

Secret Cinema debuts Romeo and Juliet summer festival
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Secret Cinema debuts Romeo and Juliet summer festival

Secret Cinema is bringing Baz Luhrmann's adaptation of Romeo and Juliet to life for an estimated audience of 5,000.

Puma apologises for terms used in House of Hustle event
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Puma apologises for terms used in House of Hustle event

Puma has apologised for using terms associated with drug culture following backlash after an event that took place in London last week.

Puma accused of glamorising drug culture following House of Hustle event
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Puma accused of glamorising drug culture following House of Hustle event

Puma has been accused by social media users of glamorising drug dealing following its House of Hustle event on 5 April.

Secret Cinema's Fabien Riggall on a decade of creating new worlds
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Secret Cinema's Fabien Riggall on a decade of creating new worlds

The immersive cinema brand's founder and creative director tells Yasmin Arrigo why brands should pay close attention to the growing importance of live experiences, and his vision for the future of Secret Cinema

Mayor of London office launches #LondonUnited to remember 2017 attacks
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Mayor of London office launches #LondonUnited to remember 2017 attacks

The Mayor of London, Sadiq Khan, has unveiled plans to mark the anniversaries of the 2017 terrorist attacks at Westminster, London Bridge, Finsbury Park and Parsons Green.

Oreo plans for largest European activation with Elvis
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Oreo plans for largest European activation with Elvis

Oreo, the Mondelez International biscuit brand, is set to deliver its biggest brand activation in Europe next year spanning 20 countries.

How Chanel's forest catwalk could have avoided the sustainability furore
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How Chanel's forest catwalk could have avoided the sustainability furore

When the cavernous Grand Palais on the Champs-Elysees opened its doors for one of the most celebrated shows of Paris Fashion Week, the audience for the Chanel Fall Winter show walked in to a strikingly lifelike autumnal forest, imagined by Karl Lagerfeld and designed as an "ode to nature".

O2 entrance comes to life for '#Followtherabbit' campaign
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O2 entrance comes to life for '#Followtherabbit' campaign

O2 has turned the entrance to its flagship venue into a neon blue light installation where customers are being encouraged to "follow the rabbit".

Pick of the week: Anya Hindmarch's Chubby Hearts delivers unexpected joy
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Pick of the week: Anya Hindmarch's Chubby Hearts delivers unexpected joy

The scale of this very simple, yet utterly heartfelt of surprises is to be applauded.

Sam Oxley appointed MD at Produce UK
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Sam Oxley appointed MD at Produce UK

Produce UK, the experiential and placemaking agency, has appointed Sam Oxley as managing director.