Alice: What are your views on actual events and experiential?
Sir Martin: Big. Within Media Monks, you go to the São Paulo office and there’s a very big experiential offer – so it is front and centre part of our offer, and becoming more important.
You see that in the music industry. Artists do not make money on putting out music, they make money from live events.
Consumers are increasingly influenced by going to the Superbowl on the weekend, you’ll see them there in spades.
Alice: And influencer events are doubling the power of…
Sir Martin: I think it’s very important, and growing in importance.