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

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...

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.

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.

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....

Experiential is more than just a fancy marketing term. Read on to find out more....

Experiential marketing is one of the most overused and misunderstood terms in modern marketing. Often confused with events, stunts or high-budget activations, its true definition goes far deeper. At its core, experiential marketing is not about scale, spectacle or gimmicks. It is about designed experience. Intentional, strategic and measurable.

When brands look for an event agency, they often assume bigger means better, but, do they always deliver what truly matters?

Experiential marketing has become one of the most powerful growth tools for brands in Dubai. But despite the hype, many experiences still fail to deliver meaningful results. The issue is not creativity... The problem is structure. Too many campaigns are built as "one-off" moments rather than