Today’s brands are putting on a show. Live experiences are a huge part of brand strategy for main players today, and experiential marketing agency Freeman are on track to be leading the global drive of live. Carley Faircloth, fresh from a hop across the pond to take on her new role at the agency as global VP, managing director agency services, EMEA, joined the Drum to talk new beginnings and how the Experience of Things (EoT) is shaking things up for brands across the world
Joining Freeman EMEA following a hugely successful three years as global vice president of business development in the New York office, Faircloth brings over 25 years of experience in brand strategy to this side of the world, having worked with Fortune 50 and Fortune 500 companies across the board.
In her previous role at Jack Morton, she built an expertise in expanding brands from domestic to multi-geographic portfolios. As Freeman’s portfolio diversifies and growth becomes integral, Faircloth will be a driving force for change and adaptation. “Having spent my whole career growing things, this feels like a really natural progression, particularly as the market and region are becoming so important to the business,” she said of the move.
What does the move really mean for Faircloth, and for the Freeman brand? As Faircloth takes the Agency helm, she’s intent on keeping focus on strategic solutions, but with more leverage to go bigger and better. Assuming the MD role simply “heightens my ability to pull levers for clients in a much broader sense of the brand experience lifecycle and ensure we remain a critical component of the brand expression throughout,” she explained.
She went on to say that “old rules” to marketing and advertising don’t apply anymore and added: “Brands that are doing best are the ones developing really deep connections. So, you have the mega brands like Google, always consistently knocking it out of the park. Twitch is another example of a brand that is doing really well. Then you have the unexpected, such as Equinox or Nobu or even Taco Bell – brands that have an unapologetic personality and that are winning.”
Faircloth also talked about the “fluid norm” that is the relationship between tech, data and creativity. On the issue of how brand experience is driving value in marketing, she discussed the notion of “experience living” and the increasing demands of consumer demands and expectations.
Is brand experience the future of marketing? Faircloth attests that experiential marketing is nothing new, but “it’s the now and will continue to be the future. Not just for our industry, but to our clients. Of the future, she said: “As relatively new kids on the block, we are in a really exciting position to make a big impact in this market.”