The IPM’s Experiential Community gathers to chart the future of the sector, uniting industry leaders to define and amplify its purpose and value. This collective effort comes at a crucial time, as findings from the IPA Bellwether report reveal a remarkable 23.1% increase in event marketing budgets—up from 15.9% in the previous quarter. This surge in investment signifies a clear shift in marketing strategies, emphasising the critical role of real-world experiences in forging meaningful connections with consumers. So, what drives this investment in marketing spend during challenging economic times? Jon Evans, Chief Commercial Officer at System1, explains:

“The ‘why’ rests in consumers’ increasing demand for human connection. We’re still experiencing the pandemic bounce back, with hybrid working leading to a greater need for in-person interaction. As more work and leisure time is spent in the digital world, the desire for thrilling real-world experiences continues to increase, making it an essential channel for brands looking to build powerful audience connections.”

At Brand Experience 360, Olivia Rayner, Creative Director at Sense Marketing, highlights the loneliness epidemic impacting today’s youth. She paints a portrait of a post-pandemic world that feels increasingly digital, noisy, and overwhelming, which contributes to what she calls “Connected Anxiety.” Olivia argues that by creating immersive and meaningful experiences, brands can effectively address the emotional pain points of younger generations, enabling them to rediscover a sense of belonging and community in a disconnected world.

Engaging Communities & The Rise of Run Clubs

The rise of local run clubs reflects this growing need for community and face-to-face interaction in today’s digital age. Google Trends indicates a steady increase in searches for ‘Run Club‘ in the UK over the past five years while the Hackney Half Marathon has sold out for the first time ever, demonstrating the heightened appetite for community-driven events. In her article, “Is Strava the New Tinder?”, Clara Duval digs deeper into the phenomenon, exploring how platforms like Strava and local run clubs are redefining connections and promoting real-world meetups over traditional dating apps. Nick Tuppen, CEO of Threshold Sports, elaborates:

“The continued growth of wearable tech engaging people with their wellbeing and fitness shows how health is increasingly seen as the new wealth. Coupled with wider cultural trends for ‘athlete CEOs,’ platforms like Strava cultivating active communities, and the crossover of outdoor brands like North Face becoming high street staples, it’s no surprise that consumer appetite for active events is on the rise too.”

Recent research conducted by Bumble Inc. in collaboration with YouGov supports this theory, revealing a significant increase in the participation of active events for 2024. The report highlights a 31% increase in time spent and 17% rise in spending intentions for activities such as marathons and 10K runs. Driven primarily by Millennials and Gen Z, this trend highlights the significance of physical community gatherings, with participants engaging in active events an average of 3.6 times a year. Building on these insights, Bumble recently celebrated its first Run Club Festival, partnering with the five top running clubs in Paris for a week filled with runs, coffee collaborations, and brand experiences. This cultural shift highlights the role brands can play in uniting shared passions, in this case, health and wellbeing, through active experiences.

Bringing Brand Partnerships to Life

Through experiential marketing, brand partnerships come alive. A prime example is Polly Pocket’s recent 35th-anniversary collaboration with Airbnb, which captured widespread attention this summer by offering fans a chance to stay in a life-sized Polly Pocket replica. This collaboration taps into nostalgia, reflecting what Pion describes as “the pursuit of stagnation”—a desire to revisit and celebrate beloved aspects of the past. However, brands must proceed with caution when forming partnerships. Barbie’s ventures into unexpected product categories—such as toothpaste and meat-based snacks—have raised eyebrows. With over 165 brands associated with the recent movie, the sheer volume of these collaborations sparks debates about consumer fatigue, illustrating the delicate balance between cultural relevance and commercial saturation.

Technology Transforms the Viewing Experience

2024 brings sports and technology closer than ever before. TRO leads the way with the Just Eat Grabber and Pepsi Pulse Challenge, while also offering an exciting opportunity to test-drive a Mini in virtual reality at the Goodwood Festival of Speed. These pioneering campaigns reflect a broader trend in the industry: Lucy Porter, Strategy Partner at PrettyGreen | B Corp, highlights that spending on live sports is set to increase by 10% in time and 15% in overall expenditure. The Paris 2024 Olympic Games exemplify this shift, achieving a record-breaking 34 million livestream viewers and shattering the BBC’s sports streaming records. In response to this growing interest in live viewing, fan zones are on the rise, with Shared Reality Experiences like Cosm at the forefront of this trend, creating hybrid environments that allow fans to experience front-row seats from anywhere in the world.

Scent-sational Marketing

This year, brands like McDonald’s and Lynx have taken a bold step into sensory advertising with their aromatic billboards, transforming traditional marketing into immersive experiences. In a striking move, Doritos even ignited one of their billboards to launch a new spicy hot range, showcasing how brands can push boundaries with creative installations that engage consumers on multiple sensory levels. Aldi UK takes this a step further, winning the IPM Grand Prix with the world’s first rosé-dispensing billboard. Developed in collaboration with Hopper and Clarion Communications, this innovative installation pours rosé once the temperature hits 19.2°C—the ideal temperature for enjoying rosé. As we look to the future, the lines between advertising and experience are clearly blurring. How do you think these blurred lines will impact consumer expectations of advertising?

Brand Experiences for a New Generation

As we look to the next generation of brand experiences, it’s clear that both Gen Alpha and Gen Z are redefining how we interact with brands. In a digital world fraught with existential threats, the demand for real-life connections has never been greater. With many feeling too stressed to enjoy simple pleasures, nostalgia and Kidulting experiences—those that allow adults to embrace their inner child—are thriving.

What trends do you see shaping the future of experiential marketing? How are brands like Pinterest breaking the B2B mould? What role does the “main character” mentality play in light of AI and personalisation? We’d love to hear your thoughts in the comments below.

In response to these shifts, our Experiential Community is committed to leading the way and shaping the future of our industry. Emma Kirk, our General Manager, summarises:

“The IPM’s Experiential Effectiveness Community is shaping the future of experiential marketing. Together, we tackle critical industry challenges by defining the essence of experiential marketing and developing standardised measurement tools that provide quantifiable value for brands and agencies. By transforming competitors into collaborators, we empower one another to establish and elevate industry standards for the collective benefit. To register your interest and contribute to the progression of this dynamic sector, please reach out to us today.”

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The stars of promotional marketing shine brightly at the IPM Awards 2024—where for over 50 years we have recognised and celebrated teams that push boundaries and elevate industry standards. This year’s winners have set a new benchmark for creativity, innovation, and impact. After careful judging across categories—covering everything from brand activations and immersive experiences to partnerships, loyalty, and incentives—the Gold, Silver, and Bronze awards reflect the depth of talent driving the industry forward. Standout campaigns across food, beverage, sports, and entertainment continue to raise the bar across diverse environments. While the highly anticipated Grand Prix and Agency of the Year awards, keeping everyone on the edge of their seats. Congratulations to all finalists and winners for shaping the future of the industry. Explore the full list of winners here and relive the unforgettable moments of the IPM Awards 2024.

Setting the Gold Standard

The IPM Awards 2024 opened with a heartfelt welcome from Emma Kirk, General Manager of the IPM, who highlighted the strides made in fostering a more connected and robust marketing community. Held at the NOBU Hotel in Portman Square, the ceremony was lively thanks to comedian Tom Allen, while Lord Black of Brentwood, President of the IPM, delivered a keynote speech that added gravitas to the event. Lord Black reflected on the dynamism, emery, and rapidly evolving nature of the marketing landscape, addressing the challenges and opportunities ahead for the industry amidst technological disruption and evolving regulations. His words set the tone for a celebration of campaigns that exemplify the gold standard of promotional marketing in the United Kingdom.

Brand Experience takes centre stage, with N2O claiming Gold for the immersive “Tesco Christmas Grotto,” followed by another Gold in Travel, Leisure, and Tourism for their “P&O Cruises” campaign. In the same category, tpf earned Bronze for their playful “Universal Parks & Resorts x The Grinch” activation, while 83 Agency secured Silver for their cultural narrative in “The Kingdom: Where It All Begins.” Among other experiential winners, TRO was recognised for their nostalgic “Goodwood Revival 2023 for MINI Cooper,” and Blackjack Promotions impressed at the point of purchase with their “World Duty Free & Nestlé Treasure Hunt.” In Brand Partnerships, Cat Among The Pigeons took Gold for “Trek x Decathlon Everybody Active,” while their “Horlicks Find Your Happy Place” campaign also performed strongly. Over in Entertainment and Sport, The Leith Agency captured both Gold and Silver, standing out with culturally relevant and successful product launches for Motherwell FC and The Macallan.

TLC Worldwide earned Gold in Loyalty for their ‘YouTube High Five Program,’ while Mando also took home Gold in Incentive, Prize, and Loyalty for their outstanding Sky Cinema campaign, further raising the bar in loyalty execution. Cloud Nine Incentives were recognised for their Adidas Terrex Intersport 2024 campaign, which set a high standard in loyalty programme execution. While Hashting showcased their excellence in Promotional Marketing Services for their “Beavertown Lazer Crush X Digital Drive to Store” campaign, which demonstrated the power of digital engagement. The Positive Impact category honoured Together Agency with Gold for “Charlie is in Control”, which tackled drug-related violence through behaviour change in collaboration with Leicestershire Police.

One of the afternoon’s most emotional moments came with the presentation of the Bob Suppiah Award, a new award given annually to an IPM member organisation that has demonstrated an exceptional dedication to the industry. The award celebrates organisations that embody the core IPM values of Protect, Promote, and Progress, and that have made a significant impact over the last year through active participation, leadership, and commitment to the IPM’s mission. This year, N2O was recognised for their contributions, making the moment a heartfelt tribute to the legacy of the late Bob Suppiah, whose passion and commitment to uplifting the industry continue to inspire. The award serves as a reminder of Bob’s enduring influence on the IPM community and his unwavering belief in the power of positive engagement and industry progress.

As the evening reached its crescendo, ZEAL Creative was named Agency of the Year for the second consecutive year thanks to standout campaigns across retail marketing, social impact, and brand activation. Their Pringles x PayPoint campaign highlighted innovation in retail by offering rewards through non-traditional channels, while Anchor x UK Community Foundations demonstrated the power of social impact by linking butter sales to community funding. Meanwhile, the prestigious Grand Prix Award, the highest accolade of the night, went to Hopper & Clarion Communications for their Aldi Rose Degrees Billboard campaign. Designed to mark National Rosé Day, this campaign featured the world’s first temperature-sensitive billboard, which dispensed free rosé wine when the temperature reached 19.2°C, the ideal rosé drinking temperature. Congratulations to all our finalists and winners for shaping the future of the industry.

Explore the full list of winners here and relive the defining moments of the IPM Awards 2024.

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Duncan McNair, a leading solicitor from Spencer West LLP and tireless advocate for animal welfare, has been awarded The Law Society’s prestigious Legal Hero of the Year 2024 award. The accolade, presented yesterday at the Law Society’s historic venue on Chancery Lane, recognises McNair’s exceptional work in protecting vertebrate species, with a special focus on the endangered Asian elephant, and his broader contributions to combating global dangers to both animals and humans.

McNair’s monumental efforts, especially through his founding of the non-profit organisation Save The Asian Elephants (STAE), have galvanised worldwide support for the protection of this iconic species. His work has led to a series of landmark achievements, most notably the Animals (Low-Welfare Activities Abroad) Act, a crucial piece of legislation aimed at protecting all vertebrate species from exploitation in tourism and other harmful industries. For over a decade, McNair has dedicated hundreds of pro bono hours annually to his advocacy, which has included relentless media engagements, political lobbying, and legal strategy, all of which have brought real change to the field of animal welfare.

“It is a profound honour to receive this award and be named among such remarkable legal professionals,” McNair said during his acceptance speech. “But this recognition is not just for me – it is for all the creatures we care about and fight for and fellow humans injured and killed by abused, maddened captive animals. STAE and the Low-Welfare Act Coalition I lead have a vast amount to do. But this award recognises the growing awareness and concern for the great multitudes of species to which Man lays waste and the opportunities to protect and save them”.    

McNair was one of five winners to receive The Law Society’s Legal Hero of the Year 2024 award, alongside Kevin Macmanaman, Andrew Macleod, Pauline Campbell and Stephen Kinsella. 

The awards ceremony, hosted by Nick Emmerson, President of the Law Society, drew attention to the inspiring efforts of solicitors who have gone above and beyond their legal duties to bring positive, lasting change to their communities and society at large.

A Global Effort for Animal Welfare

McNair’s work with STAE has been truly transformative. With Asian elephants facing growing threats from habitat loss, exploitation in tourism, and illegal wildlife trade, McNair recognised an urgent need for legal and public intervention. Since founding STAE in 2015, he has played a critical role in raising global awareness about the plight of Asian elephants and advocating for better protections.

Dedication Beyond the Courtroom

While McNair’s professional legal career spans over 30 years, where he has built a reputation for his expertise in complex litigation, it is his passionate commitment to animal welfare that has made him stand out in the legal profession. His advocacy for ethical practices in animal tourism and his leadership in shaping meaningful legislation have left an indelible mark not only on the legal landscape but on the lives of countless animals and people alike.

The Law Society’s Legal Hero Awards 2024

This year’s Legal Hero initiative saw an impressive 500 nominations, a testament to the vast and impactful work being done by solicitors across the UK. After a meticulous review process by an expert judging panel, 19 individuals were shortlisted for their remarkable contributions. The five winners were honoured for their work, which has gone beyond the bounds of traditional legal practice and made a demonstrable, lasting impact on society.

The awards ceremony, held on 12 September 2024 at 113 Chancery Lane in London, was an inspiring occasion that highlighted the important work being done by solicitors who dedicate their time and expertise to causes that truly matter. 

In recognising these unsung heroes, The Law Society celebrates the best of the profession and its power to bring about meaningful social change.

For more information about Duncan McNair’s work with Save The Asian Elephants, click here.

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For those striving for excellence, a little extra time can make all the difference. That’s why The IPM Awards is extending its late entry deadline, giving entrants more time to refine their submissions and vie for the prestigious recognition.

Now, you have even more time to perfect your entries and showcase your achievements to the world.

Don’t miss out on this final opportunity to submit your entries. The late entry deadline is now Monday, 20th May, 4 pm.

Be sure to check out all the categories; by entering into multiple categories, you increase your chances of winning and amplify your recognition across various sectors and disciplines.

Ready to seize the spotlight? Click Here to view all the category information and kickstart your entry process.

If you have any questions or need assistance, our dedicated team is here to help. Reach out to us at awards@theipm.org.uk.

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With just over 1 week remaining until the entry deadline for the prestigious IPM Awards 2024, the time to shine is now. This is your opportunity to showcase your outstanding work, celebrate your achievements, and stand a chance to claim one of the highly sought-after IPM trophies.

After the resounding success of last year’s event, which saw a sell-out crowd, it’s evident that the promotional marketing industry is brimming with remarkable campaigns. These campaigns play a pivotal role in driving brand success, fostering customer loyalty and engagement, and, of course, boosting sales.

Whether your expertise lies in promotional incentive campaigns, competitions, immersive experiential initiatives, or collaborative brand partnerships, the IPM Awards categories cater to a diverse range of accomplishments.

Its time to get moving; the deadline is Wednesday, May 8th, at 4:00 PM.

Don’t miss out on the chance to be recognised for your excellence in promotional marketing.

Enter the IPM Awards 2024 today and take your place among industry trailblazers.

For all category information visit https://theipm.org.uk/awards-2024/

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The Happy Prize Company was founded by Justine Clement over 8 years ago and they’re excited to be re-joining the IPM after so many years of earlier support. Justine was the CEO of Unmissable, one of the forerunners of the prize management agency scene and has always been a fan of our work here at the IPM in supporting brands and agencies through their many lifecycles.  

The Happy Prize Company is a prize creation and management agency that creates and manages both straightforward off-the-shelf, as well as bespoke, unforgettable concepts, for promotional marketing prizes, staff and trade rewards, travel incentives and brand partnerships. They’re also proud to be a re-certified B Corp, too. That means, where relevant, they love creating more meaningful experiences as prizes for brands and agency partners who share their values: think experiences that teach people about wellbeing, ethics, a sense of purpose and reigniting a passion for, and an understanding of, the natural world.  They wholeheartedly believe that their approach positively impacts the campaigns they are asked to work on. In the main, their offering consists of off-the-shelf, or bespoke, ATOL/ABTA bonded overseas travel experiences, UK experiences, vouchers, electronic goods, sports-themed, music-themed, and money-can’t-buy prizes.

Don’t just take our word for any of this. As one of their clients said about them “Justine and her team at The Happy Prize Company completely understand the demands of building award-winning campaigns and deliver every time. They come up with creative ideas which help to bring concepts to life and act as a true member of the team. I would recommend them every time.”

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Pod Staffing are proud to be this year’s sponsor of the IPM Awards as Associate Partner.

Pod is an award-winning promotional event staffing agency that provides the perfect human connection between your brand and your audience. Their extensive experience, expertise and meticulous eye for detail help recruit a diverse network of global talent to ensure brand activations connect, engage, and run seamlessly from beginning to end.

Pod is currently being led by Simon Bexon, who has over 15 years of industry experience. Simon has overseen Pod’s recent rebrand and pushed the agency in a new direction with exciting campaigns on the horizon, such as hosting the Champions League Final in 2024.

Simon explains, “We are thrilled to be back hosting the IPM Awards again and look forward to celebrating 90 years of the IPM together with all the chosen finalists within the promotional marketing industry. Our diverse staff members have worked closely alongside the IPM Board to help deliver the running order for the event and present all awards to the finalists and winners on the day.”

Pod can provide talent from across the staffing industry which covers multiple sectors including Brand Experience, Experiential, Mystery Shopping, Retail Marketing, Merchandising and Sampling. Please contact simon.bexon@podstaffing.co.uk for any enquiries

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Landsec are extremely proud and excited to be the latest addition of the IPM. Landsec is a property developer, shaping places for life, work and play. From iconic city landmarks and retail destinations around the UK, to office space in London’s most coveted locations.

In 2022, we launched a suite of retail products. Understanding that a traditional, one-size-fits-all leasing model was no longer fit for purpose. Our products reflect this new reality. One of these products is Spotlight.

Spotlight by Landsec is our brand experience, media and partnership product.

We provide flexible platforms for brands to create bold, bespoke and unforgettable activations to an already engaged audience. From the desirable South Coast to the culture rich capital of Cardiff and back into the vibrant heart of London’s West End, we believe we’ve got any brands needs covered.

Our aim is to push brands to consider what is possible within a retail destination. To use of places as a canvas. Whether it’s an event at a single location, or scaled across multiple. OOH and DOOH.

The cherry on the icing of the cake. Piccadilly Lights is a Spotlight by Landsec offer. A London landmark that 100m people walk past and see over a year.

Craig Engall, Brand Experience Manager at Landsec states: ‘We are hugely excited to return to the IPM community. IPM provides a great platform for industry experts to build on ideas and raise the bar, which is only a good thing for not only our venues but the industry as a whole. We are looking forward to getting involved and discussing more about our Spotlight products and how they can benefit current and future brand campaigns.’

To date, Landsec have partnered with leading brands including: Lego, Samsung, Netflix, Polestar, NASA, Nintendo, Universal, Disney, Haribo, LVMH, Unilever and many, many more.

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Cloud Nine Incentives, the experts in travel prizes and promotions were at last weeks IPM Awards ceremony both winning trophies and offering prizes to the industry.

Co-founder and Director Sophie Chambers said ‘After a break of 4 years, it was our pleasure to sponsor the IPM Awards 2023 (and we even picked up a trophy of our own!).  To celebrate our being involved, we would love to offer you the  chance to win a fabulous weekend break in Madrid.

Just head over to www.uponcloudnine.co.uk/competition to enter*. Good luck!

*Terms apply. UK residents 18+ only. Ends 23:59 BST 14/10/23. No purchase necessary. Internet access required. To enter prize draw, participants need to complete the competition post form available on www.uponcloudnine.co.uk/competition. One entry per person. 1 x prize of a trip to Madrid for 2, return flights from a UK airport, 2 nights 4 hotel sharing a twin room. Specific travel terms apply. Promoter: Cloud Nine Incentives Ltd. Visit www.uponcloudnine.co.uk/competition for full terms.

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Zappit.co is a leading tech player in the promotional marketing industry, delivering insight led shopper marketing & customer care solutions through digital coupons and instant cashback.

Zappit’s digital-first proprietary tech stack underpins their Coupon, Cashback and Customer Care platforms helping Clients to attract NEW customers, GROW footfall, INCREASE rate of sale, REINFORCE loyalty and REPEAT custom.
The journey starts wherever a customer is able to click, scan or text and can drive sales in-store, online or into hospitality venues.

ZAPPIT activations are;

·        Brand-led and drive sales

·        Rich in 1st party data and insight

·       Built with proprietary technology to minimise fraud

·     100% digital, trackable and eco-friendly from start to finish

·        Accessible to everyone – no login, no app, no paper

·        Easy to redeem via your mobile phone

Clients include Unilever, P&G, Colgate, Fever Tree,  AB InBev, Arla, Costa Coffee, Mitchells & Butler

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