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The interdisciplinary future of experience

The most successful brand experiences are based on significant strategic knowledge of the brand and its target audience.

By Kim Myhre

There’s never been a better time to be an experience marketing agency. An increasing amount of corporate marketing budget is moving to experiences as marketers recognise the value of experience as a powerful approach to building and sustaining strong customer relationships and creating opportunities for brand innovation and growth.

As demand for brand experiences grows, brands now require and expect more from their agency, than ever before. The most successful brand experiences are based on significant strategic knowledge of the brand and its target audience. This insight is applied to creatively design an experience that is specifically intended to achieve the brand’s objectives. Experience marketing agencies must consider all of the relevant touch points, both live and online for the client to enjoy success and this requires an agency with an increasingly diverse range of skills.

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As a result, the future of experience marketing now requires a new, more interdisciplinary approach to the design and implementation of experiences. Sometime the best ideas come from the least likely places. We know what we know, we think we know what we don’t know, but mostly we don’t know what we don’t know. Only through diversity in experiences, skills, culture and disciplines can we uncover the intersections where breakthrough ideas lurk.

There is a story called the ‘drunkards paradox’ where an intoxicated man is on his hands and knees under a lamp post. Another man walks by and says to the drunkard ‘what are you doing?’ and the drunkard says, ‘I’ve dropped my keys and I’m looking for them’. The man then asks ‘where did you drop your keys and the drunkard say’s further down the street. The man then asks the drunkard ‘why are looking here then? – and the drunkard replies ‘the light is much better here’.

An interdisciplinary mind-set requires a reframing of what diversity means, creating collision-prone environments, looking outside what we know and even placing ourselves in uncomfortable situations. But this mind-set is critical to innovation in experience design. As long as the experience marketing industry continues to look for innovations where the light is better, or relies only on what we know we know, the industry will struggle to keep up with the rapid face of change in the world of brand experience.

About MCI Experience

At MCI Experience, we aspire to help brands realise their marketing objectives and ambitions through innovative, meaningful, memorable live, digital and virtual experiences. Our interdisciplinary design thinking strategic approach to brand innovation is imaginative, immersive and emotive. We partner with our clients to create breakthrough marketing experiences that achieve measurable business results.