Big names in the media world are branching out from their traditional mediums in order to connect with readers, viewers, listeners and users through experiential.

Mike Thorne, editor at marketing insight company Pearlfinders, points out that while the existence of large in-house content creation and digital teams at media brands may make agencies think twice about media brands as prospects, their event and experiential budgets continue to rise.

"In fact, nine per cent of all opportunities we identified with media brands in 2015 were for experiential specialists, compared with just four per cent in 2014," he says.

Read the full article in Event