Cannes Lions: Katie Mitchell, Seen Studios on Why Brand Experience Must Connect Physical and Digital

Recorded live at Cannes Lions, Katie Mitchell, Managing Director of Seen Studios, joins Justin Cooke on the Business of Marketing to explore why the future of brand experience is neither physical nor digital, but the connection between the two.

Katie explains why physical spaces still matter in an increasingly digital world, how brands can turn stores, pop-ups and events into content engines, and why the best experiences start with a genuine understanding of the audience rather than the creative idea.

The conversation covers how brands can build connected online and offline experiences, localise global campaigns without losing consistency, make experiential marketing work harder commercially, and measure the return on expensive physical activations.

Katie also gets into the business of running and growing an agency, from building a strong leadership culture and protecting margins to why she believes human relationships will remain critical to new business, even as sales and marketing become increasingly automated.

A conversation about experiential marketing, retail, brand experience, consumer behaviour, agency growth and the increasingly connected physical and digital customer experience.