The Experiential Playbook: Out of Home into Culture
From immersive pop-ups and interactive OOH to student shopping nights and culture-led brand takeovers, the physical campus has become the most cost-effective place to acquire high-value customers.
We discuss how brands can design unforgettable, culturally relevant experiences that resonate with next-gen audiences and how digital-physical partnerships are creating the first trackable "offline" funnel.
A senior media professional with over 20 years experience working with regional and national brands on advertising and marketing campaigns across a variety of channels. Thanh's experience spans across OOH, radio, television and digital.
Dedicated on a professional and personal level to drive diversity, equity and inclusion within the advertising community, Thanh launched Reach, a programme designed to support brand growth for under-represented Founders, helping them scale and grow by reaching their chosen target audiences through the Power of the Public Screen. Reach’s ultimate mission is to help brands and partners to harness Out-Of-Home's inherent inclusivity to mirror and elevate the communities in which it serves.
Following the success of the Reach programme, Thanh subsequently launched GENgage, an award winning programme specialising in helping brands and agencies understand, reach and strategically target Gen Z through the social spaces OOH occupies.
Molly is a Digital Marketing and Partnerships specialist with experience across affiliate, influencer, and brand campaigns in the beauty, event and lifestyle space. She’s worked on delivering culturally relevant campaigns that connect with Gen Z audiences while driving measurable results. From negotiating partnerships to sourcing creators and optimising performance, she brings both creativity and commercial thinking to her work.
Outside of her 9–5, Molly enjoys lending her skills to culture and sport-led marketing projects, helping brands show up authentically in communities she genuinely cares about.
Alice is an FMCG brand leader, driving TREK’s third year of UK category leading growth.
As Head of Product Operations at Pion, Daniel spearheads the global delivery and strategic execution of the company’s core product suite.
In his time at Pion, he has successfully overseen major campaigns for world leading class brands such as Adidas, Apple, Amazon, and ASOS. In his current role, he leads Advertising, User, Content, Experiential, and Creator Operations, engineering the cross-functional workflows that ensure Pion’s infrastructure is both operationally efficient and primed for sustainable growth.