Grand Prix winners in Cannes, from the endearing “Dumb Ways To Die” animated train safety video from Australia to Dove’s “Real Beauty Sketches” all had one thing in common– a deep understanding of what motivates their target audience.   The most important job of the account planner is to put together the creative brief. This

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Experiential marketing is a branded event focused on engaging people offline, in the real world, creating a brand presence at an offline event to earn attribution but generate less of an actual interaction with consumers. Experiential has become one of the most effective marketing disciplines in the world. Its symbiotic relationship with content and social

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