How agencies are rethinking the importance of experiential marketing

Experiential marketing is becoming a more central growth strategy for agencies as brands seek culturally relevant ways to engage consumers, generate content and collect valuable first-party data. Chemistry is part of that shift, recently hiring Kameron McCullough as EVP of Experiential and Influencer, with McCullough noting that brands are moving away from a few massive tentpole activations toward more varied experiences that balance impact with fiscal responsibility.