4foreverything took part in a panel alongside agencies and experts to discuss the present and future of the sector at the event “Back to School: key insights and trends in experiential marketing,” organized by Marketing Directo.
Held on September 18 at the Goya 38 venue in Madrid, the discussion revolved around creativity, emotions, sustainability, and personalization. The role of events was emphasized as needing to move away from one-way communication and become live experiences co-created with audiences. All attendees agreed that sustainability will cease to be a value-added element and will instead become a basic requirement.
The key role of artificial intelligence in optimizing processes was also highlighted, always subordinated to storytelling and purpose. In addition, the convergence of music, culture, technology, and influencers was underlined as a strategic axis for brands seeking to stand out in a saturated environment.
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