Insatiable appetite for experience means rapid growth imminent, says new agency chief

Creating brand fans by building experiences and incentives in a meaningful and lasting way is key, says Andrew Rae, founder and managing director of new agency Another Way.

Rae says the agency is being built on the belief that there is insatiable appetite among consumers to experience the world again that will spark a boom in brand experience and travel, meaning a huge long-term brand opportunity for those that have the foresight to capitalise.

“By putting our focus on long term brand association through unique promotions and incentives, we are responding to the call from brands and agencies alike to deliver something more meaningful from promotional campaigns," Rae said.

“And by combining the effects of short-term sales activations with the more lasting brand building we achieve through our experiences we are instead looking to turn customers into genuine, long term brand fans.”

Rae talks to C&IT about how Another Way has partnered with what3words to organise everything from treasure hunts and virtual spy missions, to poetry and art - with bespoke and unique elements “essential to the narrative of the promotion”.

“It could be meeting a world-renowned photographer, or getting to a dinner table made of ice on the side of a snow-capped mountain for sundowners,” Rae said.