Join us for a morning of creative stimulation with speakers Chloe Healy (Diageo) & Melanie Goldsmith (Smith & Sinclair), and workshop hosts Caroline Hobkinson (Food Artist) and Araceli Camargo (Neuroscientist), as we explore the power of live experiences and how they can influence consumers.
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This practical workshop-style event is specifically designed for senior marketers looking to better understand the impact and process behind creating a memorable experience for their customers. It will provide insights and recommendations for capturing an audience’s attention, building an emotional connection, and in turn, driving an increase in brand consideration and ROI.Â
A must-see for all marketers who wish to continue pushing boundaries in their field!
Creating memorable experiences has never been more relevant for connecting and engaging brands with their audiences. In fact, 'experiential’ has become the fastest growing line item on many marketing budgets, showing just how much importance is now attached to this channel (Bellwether Q1 2017).
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So is this a reaction to post recession blues, with consumers now craving an experience that transports them away from their everyday lives, or is it instead a fundamental shift away from the value people place on product purchases? And if experiences are becoming so important to consumers, it’s essential that brands adapt the way they interact with them.
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With traditional media consumption changing rapidly, experience is becoming the most ‘relevant’ and ‘meaningful’ way to connect and engage an audience. Simply put, a brand experience enables exposure to a brand’s culture, energy and excitement in a way that cannot be replicated. Also, let’s not forget, a positive experience creates advocates; one of the most powerful tools in the modern marketing era!
A passionate, creative marketer with a career spanning Digital, RM, Social, Content and Cultural communications strategies and activations across world leading beauty and alcohol brands.
Chloe is driven by innovation and effective, meaningful ways to tell brand stories. Highly intuitive about what makes great comms, what consumers want and ensuring cultural relevance.
 Co-founder of Smith & Sinclair, the original producers of Cocktail Confectionery. We started out as we saw a gap in the market for an adult confectionery product that was truly exciting and revolutionary. Alongside my co–founder Emile Bernard, we developed 6 cocktail flavoured alcoholic pastilles which now retail in high end establishments across the country.
 Cognitive neuroscientist and innovative pioneer, Araceli Camargo is the co-founder of WECREATE NYC and THE CUBE. Specialising in perception, Araceli Camargo encourages companies to diversify their work habits though tools rather than processes. An interesting and revolutionary speaker, Araceli will help you understand your brain.
Food artist and Anthropologist Caroline Hobkinson uses food as performance and social commentary. Trained at Central Saint Martin’s, she create one- off events and Interventions, in both gallery and public spaces, that see dining as participatory performance art, often with a multisensorial focus. Her work operated within the rich intersections of Art, Design and Food.
Chloe Healy (Head of Influence & Advocacy, Diageo) and Melanie Goldsmith (Co-Founder / Managing Director, Smith & Sinclair)
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With innovation being a top priority across most industries, but particularly within the alcohol sector, we will look at the direct impact it’s currently having on marketing plans and how Diageo create experiential led campaigns for their brands and consumers. Recently Tanqueray partnered with Smith and Sinclair to launch The Flavour Rooms, and Melanie will be joining us to share how they are also leading the way with their own innovative products and experiences.
Araceli Carmargo, Neuroscientist
Caroline Hobkinson, Food Artist
 Laura Stevens and Frankie Speakman, Seen Presents
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Stimulating an emotional response is the most powerful way that a brand can impact on its audience and we believe that truly understanding the emotions we want to inspire is vital to delivering the best possible experiences and results.
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Join us to explore a unique approach to creating impactful and memorable experiences. We will be joined by neuroscientist Araceli Camargo and food artist Caroline Hobkinson for a series of interactive workshops that will help you to identify the emotional response you need to create and how to use Emotional Response Mapping to determine how to deliver that response within live experiences.
