The Quest for Brand Love: Experiential Leaders Weigh in on Creativity, Strategy and Innovation

Spiro recently sat down with brand activation events EVP Jennifer Shankman & SVP sales Julie Haferkamp for the tea on all things hyper experiential, cultivating a no-ego culture & the quest to move brands from like-like to like-love. 

Check out their insights below: 

Q> What are key factors you consider when creating immersive & disruptive brand experiences that honour current trends but also push boundaries?

Jen> Well, you have to look at the brand to see what disruption looks like. It could just be trying something different.

Where possible, I like to ask, “How can you embed your brand in culture?” So it’s an experience where people can interact with your brand.

Julie> Yeah, absolutely. You need to honour the brand itself before you can disrupt anything. Risk tolerance varies. 

The brands that do it best understand that experiential doesn’t live in a silo. Like when Coors Light changed its cans within 48 hours after its billboard was broken. That campaign extended to its supply chain. 

Q> How do you balance creativity & strategy when crafting marquee experiences?

Jen> For me, strategy comes first. Without it, even the most creative ideas won’t deliver the desired results. 

The strategic framework is the foundation. It guides the creative process & ensures an impact. That’s how you make sure your events drive measurable results.

Julie> Exactly. Creativity & strategy must work together. It’s not just about throwing an event—it’s about ensuring the experience aligns with both your brand’s & your consumer’s needs.

Q> How do you tailor brand experiences to different industries & audiences while ensuring they are current & innovative?

Jen> It really goes back to strategy & doing your homework. Then you can understand what audiences are looking for & how to cater solutions to your specific industry.

A human way of saying “innovation” is to be curious. Go explore. Do research. Ask questions. 

Julie> Related to that—and this is so important—we never look at an event as rip & repeat. Look at what you can do that’s different. 

Even if it’s just 10% that’s new, that element of risk is critical to test & learn. Ask yourself, “Are you even in the game of change?”

Q> What advice would you give to brands looking to strengthen their connection with customers through experiential marketing?

Julie> Start by diving deep into your brand’s micro-communities—those customers who already love your brand. 

If they love it, they’ll talk about it for you. It’s about unleashing the power of your brand community. A great example is Taco Bell's cantinas. They’ve managed to create a space that resonates with their loyal fans.

Jen> She just nailed it—advocacy is key. When you can tap into & unleash the power of your brand community, you turn your customers into your best marketers.

Q> Speaking of loyal fans, tell me about "Brand Gravity.” What’s its role in creating transformative brand experiences?

Jen> Brand Gravity is all about brand love. It’s that sticky factor that makes consumers choose your brand over countless other options. 

Experiential marketing is incredible at creating this connection through meaningful brand activations. But to do it right, you need a high threshold for what resonates. Through our industry evaluations, we have a good sense of what will hit that mark.

Julie> I can’t say it better than that. We always aim for brand love. 

And we’re excited to join an experiential agency with a proprietary methodology to help brands measure & increase their Brand Gravity. That enables us to work with brand-side & event marketers to move their customers from simply liking the brand to loving it. Or from not even trying their brand to becoming loyal advocates.

Q> How will you use your experience to strengthen the brand/agency relationship & evolve client offerings?  

Jen> Well, having a strong partnership between brand & agency is critical to getting impactful results. 

To do that, honesty & transparency are crucial. That’s how you build trust & long-term relationships. Often the best ideas come from tension & healthy debates. 

We’re not afraid to have an unpopular opinion & express it in a diplomatic way. It’s about being real & finding the best path forward together. 

Julie> Exactly. To that point, we have to listen first. Agencies need to hear what brands are trying to do & THEIR business imperatives before offering ideas. After all, the magic happens when everyone pushes together. 

Pressure is a privilege, and if you’re in the right space, you’ll end up making diamonds.

Jen> Absolutely. We want to be a strategic partner, so first we have to understand what our clients are trying to achieve. 

We’ll do whatever it takes to find the right solution for our clients. Part of expanding our capabilities means helping event marketers understand & envision just how much they can achieve with us through all of our service offerings.

Q> And how does your approach help nurture our agency’s culture & core values? 

Jen> For us, we believe in taking a human approach to leadership. It’s about ensuring that everyone’s voice is heard & that people have the time & space to grow. 

We’re not the type to manage from an ivory tower—we get in there beside our teams, working with them & supporting them every step of the way.

Julie> Exactly—everyone should feel like they can bring their authentic self to work. Especially in a remote environment. Inclusion means ensuring every voice at the table is heard. 

We’re not perfect, and we’ll make mistakes, but what matters is the effort to collaborate & grow together. 

That’s the kind of culture we strive to cultivate—a no-ego approach where the focus is on being good humans & even better colleagues.

Q> How do you see the experiential marketing industry evolving in the next five years, and how can marketers stay ahead of these changes?

Jen> Consumer demand for integration is pushing the industry to new limits. Consumers expect a seamless experience across all channels. 

The blurred lines from the shopping experience are just the beginning. When people attend an event, they expect the brand experience to come to life in a seamless way. 

And remember, marketers have channels; consumers don’t. Expectations are only going to increase, and we need to meet them.

Julie> I’ll add: While AI & technology will continue to evolve, humans will always be humans. 

They’ll still crave connection & want to align with brands they love. This core ethos will always be there, and it’s what we’ll always focus on.