Transforming Brand-Agency Dynamics in Experiential Marketing 

24 April 2025

The traditional brand–agency model is broken.

Not because it never worked, but because it no longer works in today’s experience-first economy. The explosive rise of experiential marketing has forced a reckoning, revealing outdated dynamics, shallow partnerships, and missed opportunities on both sides.

It’s time to move beyond briefs and banner ads. It's time for brands and agencies to co-create experiences, not just campaigns. 

THE EXPERIENTIAL ERA IS HERE

“85% of consumers are more likely to purchase after attending a live marketing event.” Marketing Dive

Experiential marketing isn’t just another tactic, it’s the arena where brand trust is earned. Global spend is expected to hit $128.35 billion in 2024, surpassing pre-pandemic levels for the first time (Statista).

Why the surge? Because consumers want more than impressions. They want impact.

• 91% of consumers feel more positively about a brand after an event (Event Marketer)

• 98% create content at experiential events (EventTrack 2018, EMI & Mosaic)

That’s a direct path to increased awareness, engagement—and ultimately, action.

THE CMO DILEMMA: STRATEGY IN FLUX

The CMO job has never been more volatile.

• Average tenure? Just 3.1 years (Spencer Stuart 2023 CMO Tenure Study)

• 22% of B2C CMOs are in their first year

• Many are tasked with wrangling a complex ecosystem of agency partners, tight budgets, and fragmented messaging often without a clear, unified strategy

It’s no wonder strategy often feels like herding cats... with more cats.

AGENCY RELATIONSHIPS AREN’T KEEPING UP

A study by Wpromote and Ascend2 revealed deep misalignments between brands and their agencies, from strategic priorities to expectations of value and innovation.

Often, agencies are engaged too late and asked to execute tactics before a holistic strategy is defined. That creates frustration, disillusionment, and ultimately campaigns that fail to land.

THE FIX: AUTHENTIC PARTNERSHIP OR NOTHING

The brand–agency relationship must evolve from transactional to transformational.

The agencies that thrive in today’s landscape are:

• Embedded early

• Given a seat at the strategic table

• Judged not just on delivery, but on their contribution to growth

CMOs increasingly emphasise shared goals, mutual accountability, and agency teams that act like true business partners not vendors.

EXPERIENCE IS THE NEW CURRENCY

We’ve entered a world where attention is earned not bought.

Today’s consumers crave human connection, participation, and emotionally resonant moments. The stats back it up:

• 77% of consumers say live interaction with a brand builds trust (EventTrack 2018)

• 85% are more likely to make a purchase post-event

• 98% create content, making experiences inherently shareable

This is more than marketing. It’s memory-making and it builds long-term loyalty.

THE REAL QUESTION

Are you still running campaigns or are you creating moments that move people?

Because that’s what today’s market demands and what your brand deserves.

• It’s time to rethink the pitch process
• Rewrite the brief
• Reframe success

The future belongs to brands and agencies who build together bravely, authentically, and with the consumer at the centre of every decision.

READY FOR YOUR NEXT EXPERIENTIAL SHOWSTOPPER?

Let’s build something unforgettable together.

Get in touch today

For more information, video content and photos of Pavegen, contact press@pavegen.com

About Pavegen

Pavegen is a purpose-driven technology business that helps power change and generates positive outcomes for people and planet. Laying underfoot inside buildings, public spaces and at events, Pavegen Kinetic Paving harnesses the power of people’s footsteps, creating not only a small amount of energy – but also imaginative, interactive experiences and data, to help educate, engage and enable meaningful actions around sustainability and Net Zero intent. Pavegen calls this Citizen Impact; powered by Pavegen.

Pavegen helps power Kinetic Street Furniture applications such as USB charging, LED lights, and Green Wall irrigation systems, whilst data from the system can be used for public educational purposes on digital display screens. Kinetic Brand Experiences at live events, expos, festivals and public spaces produce data to provide gamified experiences that help brands engage meaningfully with consumers.

The company was founded in 2009 by Laurence Kemball-Cook who invented the Kinetic Paving technology that can now be seen in over 37 countries around the world.