Just Honest Co-Founder Melissa Campbell has been invited to return to the Eventex Awards jury for 2027, marking her second consecutive year judging some of the best events and brand experiences from around the world. Eventex Awards is one of the leading global awards programmes for events and experience marketing, bringing together work from agencies, brands, creative teams and experience-makers across more than 60 countries each year. For Melissa, returning to the jury is

The Just Honest team joined around 150 marketers, agency leaders and technology partners at Campaign Middle East's Breakfast Briefing on Data, Creativity and Culture in Dubai. The morning covered some important conversations, discover what Just Honest is taking into 2027 planning....

Fashion brands are increasingly turning campaigns and visual identities into physical worlds. We explore what this can teach brands about creating experiences people can step inside.

Many brand experiences claim to be interactive because they have something to touch or a game to play, a QR code to scan or a photo to take. But, adding an interaction does not automatically turn an audience into an active participant. Meaningful participation starts with a different question:

Learn how to build a brand experience strategy that connects business objectives, audience behaviour, experience design and measurable results.

Fashion is constantly experimenting with colour, texture, material and movement. We explore what Copenhagen Fashion Week can teach brands about translating visual identity into physical experience.

Hospitality understands something every experiential marketer should understand: People do not experience brands through isolated touchpoints. They experience a sequence of moments. Individually, these decisions can appear small. Together, they determine how an experience feels. That is why hospitality should not be treated as an operational layer added after the creative concept has been approved. It can be part of the creative idea itself.

Cannes Lions turns an entire city into a collection of brand worlds. We explore what its approach to hospitality, community, content and destination thinking can teach us about designing better brand experiences.

SXSW London highlighted changing expectations around community, culture, participation and technology. We explore what those behavioural shifts mean for brands designing physical experiences.

Event Marketing vs Experiential Marketing: What's the Real Difference? These two terms are often used interchangeably. They shouldn't be. The distinction between event marketing and experiential marketing isn't just semantic, it reflects a fundamentally different way of thinking about what brand interaction is actually for and what it should achieve overall. Getting this right matters. Becuase...

Every space communicates something... How people move, where they pause, what they touch and how long they stay for, are all influenced by intentional spatial design. Experiential spatial design turns brand values into physical cues. It helps shape how a brand is felt, and not just seen.

Most brand activations are not remembered. That is not an exaggeration, it is a predictable outcome of how most activations are designed. The focus goes on scale, visual impact and production value. The things that actually create memory are given far less attention. Understanding why experiences land and why most don't is one of the most practically useful questions in experiential marketing. It is also one of the most frequently ignored.

Why experiential ROI is often misunderstood - Experiential marketing ROI is frequently judged using the wrong metrics. Footfall, impressions and social reach are easy to measure, but they rarely tell the full story.

We've been reviewing the event industry trends for 2026. What are we seeing? Artificial intelligence is accelerating. Data is expanding. Hyperpersonalisation is intensifying. But, while technology dominates the headlines, the real shift shaping the future of the events industry is more strategic, and much more human...

For years, experiential marketing was treated as a tactical layer. A launch event. A pop-up. A brand activation dropped into a wider campaign and then forgotten about once the doors closed. That approach no longer works. Audiences are more discerning, brands are under more pressure to justify spend, and attention is harder to earn and even harder to keep.

Discover what experiential marketing is, how it works, and why it matters. Learn how immersive brand experiences drive engagement, loyalty and ROI.

Choosing a creative agency in the UAE for an experiential brief? Learn what to look for, what to ask and how to find the right strategic partner.

Luxury used to be simple: acquire the object, signal the status. The bag. The watch. The fragrance. Physical artifacts that communicated taste, wealth and access. But in 2025, the equation has shifted fundamentally. The real currency isn't what you own...it's what you've experienced, the story you can tell, and the access you've been granted.

Why Traditional Events Aren’t Dead, But the Traditional Approach Is. Too many brands are still designing events exactly the same way.

Storytelling is one of the most overused words in marketing. Every brand has a story. Every campaign tells a story. Every experience apparently needs storytelling. But in experiential marketing, storytelling isn't about writing a clever narrative....

Part 4 of our "Behind the Buzzwords" series. In this article we're exploring the term "ROI" and what it means in the marketing & events world. "What's the ROI going to be?"- It's the question that ends more event planning conversations than it starts. Marketing teams want to justify budgets, executives demand measurable returns and event professionals scramble to quantify experiences that often feel intangible. Lets explore what ROI actually means....