Knowledge Bank


The Business of Emotion: Delivering emotional brand experiences


Effective live experiences hinge on their emotional impact​.

Yet while projected marketing spend on experiential is predicted to grow at a compound annual rate of 6.6% to 2030, the macro-economic situation is creating financial caution, and budget revisions are resulting in reduced emotional emphasis within experiences. This puts a greater emphasis than ever on making sure that we build and design experiences that are truly effective.

The challenge is to understand how we do that.

In this whitepaper, Katie Streten, Head of WRG Experiential Strategy and Jessica Holt Senior Behavioural Science Consultant, explore insights and principles, backed by robust research, which will help you to drive tangible business outcomes by incorporating the power of emotion into your experiential marketing.

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