What Does an Experiential Agency Do?

Have you ever been to an in-person event that left you absolutely awestruck? Maybe it was a pop-up activation that transported you to a different world or a product launch that was more like a party than a presentation. Whatever it was, chances are it was the work of an experiential agency. 

But what exactly do these companies do? 

In short, they create memorable experiences that connect brands with consumers in person. From interactive installations to immersive brand experiences, experiential agencies specialize in crafting unique and engaging projects that leave a lasting impression. Brands turn to experiential agencies to differentiate themselves from the competition, build brand loyalty, and drive sales through unforgettable experiences. 

In this article, we'll delve into what an experiential agency is, what they do, and when brands should partner with them.

What is an Experiential Agency?

An experiential agency is a creative marketing firm that specializes in designing and executing immersive brand experiences. These experiences can range from straightforward sampling campaigns to multi-sensory media and technology-driven experiences to interactive retail environments. Sometimes called experiential marketing agencies, these firms leverage engaging, in-person experiences to connect audiences to brands and institutions.

What do Experiential Agencies Do?

Experiential agencies assist clients in all aspects of conceiving, designing, developing, producing, and executing an event or activation. As marketers, they can strategically align the experience with the brand story or values, ensuring that participants remember the brand as well as the experience. An experiential agency will typically either conceive or help develop the concept, design the project, manage fabrication and production, integrate media and technology, oversee project installation and execution, source staffing, and provide expertise in marketing strategy, branding, and consumer behavior. 

It’s crucial to note, however, that each experiential agency may approach different stages of the project in various ways, including outsourcing fabrication, installation, media and technology, or even design. Understanding how an agency approaches the full timeline of a project can help brands determine the best fit for their needs.

Traditional vs Fully Integrated Experiential Agencies

While both traditional and fully integrated agencies will provide creative expertise in the strategy and design of an experience and a deep understanding of consumer behavior that helps ensure that the campaign will be meaningful and memorable to consumers, how they go about each step in the project can differ substantially.

Traditional Experiential Agencies:

1. Often Outsource Production: Fabrication and production elements are often outsourced – requiring multiple vendors – which adds to the cost, complexity, and sometimes the timeline of a project. 
   
   
2. Lack Media and Technology Expertise: If your experience leverages mixed reality, interactive media, or other digital, technology-based elements, not having an in-house resource can stall design and development, create budget overruns, and result in mishaps during execution.
   
   
3. Have Less Control Over Production Quality: The need to outsource aspects of fabrication, production, and media and technology integration leads to less control over quality and more hassles integrating systems from multiple partners.

Fully Integrated Experiential Agencies:

1. Control All Aspects of a Project: A fully integrated agency streamlines your experiential marketing campaign by providing a team of experts in-house, allowing everything to be vetted by production, fabrication, and media and technology teams in the strategy phase. This comprehensive approach accelerates the process by eliminating redesigns and ensuring that the concept is feasible within the timeframe and budget.
   
   
2. Ensure Quality Control: When the entire project occurs under one roof, a higher level of quality control is possible and improvements can be made in real time.
   
   
3. Reduce the Potential for Headaches: Working with a single, integrated team streamlines every aspect of the project’s life cycle, from having a single point of contact through the project to knowing who will be on-site for installation. Since nothing is outsourced, there are no concerns about third-party delays or miscommunication between vendors. 

Final Thoughts on Experiential Agencies

In conclusion, experiential agencies are the creative masterminds behind unforgettable brand experiences that create deep emotional connections between consumers and brands. They offer a fusion of creative design, event management, digital technology integration, and strategic marketing, alongside a nuanced understanding of consumer behavior. 

However, they often face limitations due to outsourcing production, which can lead to additional costs, compromised quality, and communication challenges. Offering all the advantages of an experiential marketing agency, Bridgewater Studio brings fabrication, production, and technical integrations in-house, addressing the common pitfalls of outsourcing. As a fully integrated experiential agency, Bridgewater holds a unique edge. To discover how our end-to-end capabilities can help elevate your next brand experience, schedule a no-obligation strategy session today.