Finally the first book ever to be written about the creative planning of event and experiential marketing. Experience Is the New Marketing is a book on how to plan a world-class brand experiences. I wrote this book with the realisation that the whole experiential marketing industry needs more recognition. The focus should be on the creativity of planning campaigns, not only on the creativity of execution and production. The book covers the psychology of creating a brand experience, the strategic thinking behind campaigns as well as creativity case studies.