What happens when advertising leaves the screen and has to prove itself in the real world?
James Robinson, Global Chief Creative Officer at Momentum, joins Advertising Week’s Agency Alchemy podcast to explore why experiential marketing is “advertising without a net,” and why brands can no longer rely on visibility, targeting or clever messaging alone to create meaningful impact.
From building experiences inside Fortnite to rethinking sponsorships, using AI without selling clients an impossible dream and turning sustainability into thousands of smaller creative decisions, James explains how Momentum approaches creativity as a tool for solving genuine business and human problems.
He also shares why creative leaders eventually have to stop being the person with all the ideas, why uncomfortable truths often lead to the best work and why, as the world becomes more artificial, truly human experiences may become more valuable than ever.
Listen to the full episode here.
(Source: Advertising Week)