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

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:

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.

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.

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.

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.

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....

We've all heard this request. It comes up in every brainstorm and it seems every brief seems to demand it. But what does “immersive” actually mean?

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

Every brand has an identity. A way it looks. A way it sounds. A set of values it wants to represent. Translating that identity into a physical experience brings a different set of questions.

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