No matter if you're dealing with creatives or business people (suits) or even clients, no matter what advertising medium, as an interested observer, you can quickly demarcate the playing field.
The other side of advertising professionals see the work of advertising as a means to an end. Deeper relationships with customers. More sales. Creating brand loyalty. These people see the work we the way a jungle explorer sees a machete.
Of course this POV can lead to junk. Shrill, loud, insensitive messaging that uses tricks, inundation and decibels to bludgeon a viewer.
Those are the two camps.
And the advertising as bulldozer people.
However, if you're fortunate in your career, if you work at the right places, with the right clients and with the right people, you quickly realize that the true value of persuasion comes when art is in the service of commerce. When we use our persuasive
skill, our eye, our heart, our way with words--and a thousand other assets--to help a brand.
I've known Pauline Oudin for about 20 years--back when she was a lowly account person and I was a big wheel, during my first stint on IBM at Ogilvy. Since say, 2002, we've stayed in touch like an old professor and one of their best students. We have no material reason to stay in touch. We just like each other and want to see how we're doing. Dare I say, we're friends.
Pauline is one of those people.
She cares about creativity.
She cares about creative.
She cares about commerce.
And she cares about clients.
She's "yes, and," not "no, but."
A few weeks ago, Pauline sent me a White Paper her company, Gradient Experience, had created. I'll admit (as Pauline writes about in her post) I had a bug up my ass about experiential as a serious medium.
I then asked Pauline to write a post for Ad Aged. I like when different people with different points of view express those views. When you have a readership like Ad Aged, it's almost an obligation to be small c catholic. To bring a lot under the tent.
Thank you, Pauline, for bringing a different perspective to the sometime "closed-like-a-fortress" Ad Aged tent.
What really drives our business forward, no matter what slice of your business you're operating in, is passion. People who work, who believe, who sweat the small stuff. And are kind along the way.
The Experiential Marketing in a Measurable World
Although he doesn’t mention it often, George Tannenbaum worked for a while in experiential marketing at the powerhouse Momentum. He can tell you: experiential was dazzling, thrilling, and brimming with potential. But a decade ago, it came with one big question mark—measurability. Sure, the lights mesmerized, the crowds buzzed, and the buzzwords flowed. But when a CMO asked, “what’s the ROI here?” the answers were shaky at best.
Fast forward to today. Experiential marketing hasn’t just evolved—it’s emerged as one of the most essential tools in the modern marketer’s arsenal. What’s different now? For the first time, experiential isn’t just creating unforgettable moments—it’s amplifying and quantifying their impact. Technology allows physical experiences to echo and evolve digitally. And the combined effect can be tracked with ever evolving tools. The shift couldn’t have come at a better time.
As the CEO of Gradient, I’ve spent the past seven years immersed in this transformation. Our recent whitepaper, I.M.P.A.C.T. Marketing in the Experience Era, explores how experiential marketing has gone from being a "nice-to-have" to an indispensable (and measurable) part of brand strategy. Today, experiential is more than alive—it’s thriving.
When Marketing Left the Magic Behind
We’ve all seen how the rules of marketing have changed. Over the past decade, data-driven performance marketing tightened its grip, leaving creativity gasping for air. Efficiency became king. Emotional resonance? An afterthought.
Experiential marketing, once criticized as unmeasurable indulgence, is experiencing a renaissance. And this time, it’s armed with tools that prove what George and others saw all along: great experiences build lasting connections.
At Gradient, we’ve witnessed this evolution firsthand. Our IMPACT model, introduced in the whitepaper, reframes experiential as more than a one-time event. It’s an ecosystem—a strategy where every activation fuels a broader narrative. When done right, it transforms fleeting moments into a chain reaction of engagement, loyalty, and measurable business outcomes.
The thirst for data no longer needs to nullify emotional connection, bold creative or brand building.
The Proof is in the Data
Here’s what’s exciting. A decade ago, brands trusted their gut that experiences mattered. Today, they have the numbers to back it up.
For example, Gradient’s research found that over 80% of senior marketers increased their experiential marketing budgets over the past three years, with nearly half allocating between 21% and 50% of their total budgets to experiences or events. These aren’t just one-off splurges—they’re strategic investments that deliver measurable impact.
Consider the transformative collaboration Gradient facilitated between Cartier and its clientele, emphasizing “time affluence.” This campaign invited participants to interact in an immersive environment where every minute they spent enhanced the longevity of the in-store experience. This concept of time as currency resonated deeply, aligning with our research that highlights how younger consumers prioritize transformative, meaningful engagements.
Why Experiential Marketing Matters Right Now
We’re living in an age of fractured attention. Gen Z and Millennials, the holy grail of many marketers, are tuning out ads faster than ever. What they crave isn’t more noise—it’s meaning.
Experiential marketing, when done right, bridges the gap between the physical and digital worlds. It invites consumers into unforgettable moments they can feel, share, and remember. Golden Goose’s “Perfect Imperfection” campaign exemplifies this approach. Transforming the iconic Pink Motel into an edgy skatepark, the brand hosted a high-energy fashion show featuring skater Cory Jeanau. This unique venue resonated with the brand’s younger, edgier audience and stayed true to its ethos. The event didn’t stop at visual impact—it delivered over 1 billion impressions, a 28% increase in retail traffic, and a 32% boost in hero shoe sales. By blending live interactions with participatory displays and digital amplification, Golden Goose created a community-driven experience that elevated brand affinity and loyalty.
A Rare Moment to Celebrate
What makes this resurgence special is that experiential marketing didn’t just adapt—it got better. It used to straddle the line between art and accountability. Now, it’s firmly both.
As someone who’s spent decades working across the spectrum of marketing disciplines, I find this moment thrilling. Experiential marketing’s journey isn’t just an industry trend; it’s a reminder that creativity, connection, and commerce can coexist. George, if you’re reading this, I think you’d agree: the skepticism of a decade ago has been met with innovation.
Today, experiential isn’t just dazzling—it’s delivering.
And if you’re a marketer eager to maximize the potential of experiential marketing, please download Marketing in the Experience Era. It’s packed with actionable insights, including worksheets that will help you plan, execute, and measure experiences that drive meaningful results. Let’s make the most of this transformative moment in marketing—together.
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