Shirra Smilansky is CEO and Executive Creative Director of Electrify Worldwide Ltd, an international brand engagement agency working with clients such as L'Oreal Luxe, Carling, Selfridges, Harvey Nichols, Lancome and Yves Saint Laurent. She is also the Co-founder of an MA degree 'Experiential meets digital, and former Visiting Professor at London Metropolitan University.

With over 15 years in the industry, Shirra Smilansky is an impactful thought-leader, entrepreneur, and innovator in experiential marketing - co-founding her first company BlazinStar Experiential back in 2003, with clients such as Nestlé, O2, Calvin Klein, MasterCard and Nectar Card.

Online resources: practical checklists, workbooks and sector -focused content on drinks, cosmetics, FMCG, automotive, retail, fashion and technology

Section - PART ONE: An experiential revolution: the accelerating transformation of business and marketing; Section - 01: What is experiential marketing?; Section - 02: A whole new world: millennials, brand experiences and social media; Section - 03: The experience economy is here; Section - 04: Concept stores, the future of retail and pop-ups; Section - 05: Digital experiences, artificial intelligence in marketing and merged realities; Section - 06: The BETTER creative model: how to create unique experiential marketing ideas; Section - PART TWO SET MESSAGE: an activation framework for your experiential marketing strategy; Section - 07: Situation and background: exploring the business context for experiential marketing; Section - 08: Experiential objectives: how to creatively define and set your goals; Section - 09: Target audience: gathering holistic insights and understanding of your customers; Section - 10: Message: key communication of your brand message using experiential marketing; Section - 11: Experiential strategy: how to develop live brand experience strategies and frameworks; Section - 12: Selected locations and brand ambassadors for your experiential marketing strategy; Section - 13: Systems and mechanisms for measurement for experiential marketing planning; Section - 14: Action: how to deliver and project manage live brand experiences; Section - 15: Gauging effectiveness: creating a real-world test-and-learn approach for experiential marketing environments; Section - 16: Evaluation: interpreting and monitoring tangible results from experiential marketing; Section - 17: Conclusion: planning for the future of experiential marketing;