The certainty of uncertainty
I think it’s fair to say that 2022 represented a number of ups and downs from the perspective of brand experience. As we entered the new year, we were still in the grips of COVID-19, being told to stay at home or social distance; unable to see or spend time with our loved ones or enjoy the experiences we love the most. And to add insult to injury, it was the 2nd year in a row where Christmas festivities were disrupted.
I won’t exaggerate when I say that the outlook for the rest of the year was looking bleak from the start. Not exactly how you want to kick-off!
As you might expect, this general anxiety created uncertainty in the markets across the board, leading to hesitation from many retailers and brands to commit to large-scale experiential marketing campaigns.
In response, we undertook numerous contingency planning and considerations for 2022 to ensure all cancellation procedures were in place and water tight!
I think the picture I’m trying to paint of 12 months ago is one of challenge and adversity – a far cry from where we find ourselves today…