The 1990s was a great era for extending IP into the real world and fan experience. Now experiential is making a comeback in the post AI era.
Experiential is becoming cool again and we are here for it. There are some amazing example over the past few years coming out of Covid. However in the 1990's it was a epic time for the sector and I think we are seeing a renaissance in an age of digital super abundance and AI slop.
How choosing what to create, watch, read and consume is becoming much more important in an era of too much content, noise and multiple ways to spend your time and energy
Back to the Future: Human Creativity is the differentiator once more
In fields such as marketing, an obsession with data driven creativity has reduced the strategic value of what made marketing and advertising agencies great in the first place. Maverick Thinking.
