Amanda Fox-Pryke
Deputy managing director at Performance Communications
No
And they are unlikely to lose it either. The fundamental principle that makes any large-scale activation a success is simple: it is the extent to which it engages with and captures the imagination of its audience. While there were predictions during the pandemic of a shift to experiential digitisation, we are seeing that this hasn’t happened. People want to come together, as we see from the crowds at airports around the world, or at sold-out festivals. There is a willing audience waiting to be captivated and to enjoy experiences in person. People still want to be there for the next big ‘wow’ event.
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