Abid Rahman
Aug 23, 2012

PARTICIPATORY MARKETING: Traditional agencies miss out on experience

Experiential companies lead the way in new marketing trend as brands look to get consumers involved in their products.

Whisky galore: The Johnnie Walker House in Shanghai

Advertising, perhaps more than any other industry, is sensitive to new trends in communication, faddish or otherwise. Print, radio, TV, the internet and social media have all been successfully co-opted by mainstream agencies as the industry adapted to new mediums and platforms to stay relevant to brands. 

However, the latest buzzword, participatory marketing, may have caught agencies napping as brands have looked to smaller, more nimble and specialised companies to provide this relatively...

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