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Once seen as an add-on to traditional campaigns, experiential marketing is becoming increasingly important in its own right

18th August, 2019
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In 2009, with budgets under severe pressure and brands seeking new, cost-effective ways to reach consumers, experiential marketing was a term no one was familiar with. But it was to prove crucial to the early success of the Dublin creative agency Boys+Girls, which was set up that same year.

“In those dark days, it was largely called activation,” said Pat Stephenson, who co-founded the agency. “It was kind of what we did for the first...

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