[Music]
I'm Simon and the 8th ed here at set
creative and Absalom set creative are
what we call a brand experience agency
we are a global agency so we are here
we're in London la Portland and New York
we have been working with Nike as one of
our founding clients for seven years now
we also work collective Google verizon
Spotify sennheiser the one
differentiating fact that we have is
that we really look after that can
consumer journey piece it consume
journey piece of art is very important
as where all of our projects start from
where we kind of start everything from a
baseline so looking at everything from
every touch point of that consumers
going to hit during an experience in
that experience can be both physical
digital or just an emotional kind of
experience and how that's going to
relate to the brand I think we find a
lot of time that our job is bridging the
gap between like pawns and digital and
design the way we get to it as we sit
down and work out where the kind of
critical touch points are so that's our
first thing we work out where where is
the brand going to be most effective and
throughout that journey and we point
those moments out and that can be really
can be as simple as like knowing what
graphic is going to be the first thing
you see or what trainings the customer
service person needs to kind of actually
facilitate this and then we P SAT
together and then we create more of an
emotional story behind that journey how
they going to get the ceiling back does
it come back to store is there a moment
to bring them back to store later on so
that we can carry on that relationship
with the band I think there's been a
shift in the last few years because I
think digital has been a such a new
playground for everybody I think it is
still a new playground there's so much
to learn still but I think what brands
are maybe agencies and especially ad
agencies are starting to see is that to
do to get the digital to work really
successfully you need to connect before
you get them just to be on digital and I
think if we can do the offline
connection then you get that longer-term
and digital interaction as well I don't
think they'll digital ever eliminate
physical space I think there needs to be
a physical space for
brand to connect with people I think
that you only have to look at the events
the experiential stuff that's been
happening and also just the idea that
that although people are shopping online
they end up still going in store to
collect things or they still go in store
to look at actual product there's a
there's still a want to pick physical
product up and I think it's what we find
especially in our experiences is that
they create the interruptions because
there's actual product could touch them
so when you can't get online so i don't
think i'll ever eliminate the physical
space i think what the challenge is
going to be is how we merge those two
areas if we can really make a lasting
interaction with a brand the
transactions are going to come and those
people that we create the last
interactions with down the line are
going to create bigger transactions
because they're going to pull in a wider
group of people themselves so if we can
make sure that the interactions right at
the beginning then we've always done the
job of the kind of loyalty down the line
I think that toy brands we really need
to start pushing themselves as if there
are actually a human rather than just
his big corporation of a brand
