Yasmin Arrigo

Head of audience engagement
Hindmarch and Beckham dominate London Fashion Week experiences
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Hindmarch and Beckham dominate London Fashion Week experiences

LFW comes to a close following four days of thrilling firsts for the global fashion audience.

Google Doodle turns 20: birthday greetings from adland
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Google Doodle turns 20: birthday greetings from adland

Five agencies design their anniversary messages as Google's iconic Doodle comes of age.

Has Secret Cinema's first festival foray paid off?
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Has Secret Cinema's first festival foray paid off?

Yasmin Arrigo sneaks off to a secret location for the launch of the company's largest production to date.

How Hotpoint, BA and Next are targeting the next generation at Camp Bestival
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How Hotpoint, BA and Next are targeting the next generation at Camp Bestival

Camp Bestival, the Bestival offshoot aimed at families, is now firmly established as a festival in its own right - and big brands are determined to get in on the action.

Undercurrent connects to form Current Collective
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Undercurrent connects to form Current Collective

Undercurrent, the brand experience agency, has joined forces with sister agencies to bring its experiential, content, delivery and staffing offering under one umbrella.

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.