Ben Taylor, Project Worldwide CEO, APAC in an interview with Branding in Asia.
Experiential marketing has moved well beyond the days of what Ben Taylor calls “menus and venues” briefs. Across APAC, brands are increasingly treating experiential as part of broader marketing strategy, with greater emphasis on audience insight, measurable business outcomes, and how physical events can extend far beyond the people in the room.
For Taylor, CEO of Project Worldwide APAC, that shift has changed not only the scale and format of experiential work, but the way brands think about its role. Rather than starting with a venue, an attendee target, or a tactical idea, he says the process increasingly begins with a more fundamental question: what do you want the audience to think, feel, and do?
Taylor discusses how experiential has evolved across APAC, why real-world interaction is taking on greater importance for brands, how global ideas need to adapt to local markets, and how measurement and technology are shaping what comes next. He also shares three people who would make his dream event speaker lineup.
Read the full interview with Ben Taylor (Project Worldwide CEO, APAC) on Branding in Asia here.