Author:
Emily Dolber, Sr. Brand Marketing Director, OBE
Following OBE’s acquisition of London-based Playmaker Experiential, Playmaker’s Managing Partner James Hogben was recently featured in StandOut Magazine—delving into the strategic combination of AI-driven digital advancements with the irreplaceable value of in-person interactions. In an era where technology often overshadows human connection, Hogben shares how brands can leverage this dual approach to forge deeper, more authentic consumer relationships.
Key insights from Hogben's perspective include the critical role of sensory engagement in an increasingly screen-dominated world, with brands like the NFL and J.P. Morgan leading by example. He also highlights success stories from Nike and Disney, demonstrating how digital tools can enhance and personalize real-world experiences. Additionally, Hogben addresses the economic shifts pushing brands towards digital spaces and the challenge of maintaining genuine connections amidst this transition.
This article explores how experiential marketing can help brands stand out, foster community, and create memorable consumer experiences. It’s a must-read for anyone interested in the future of brand marketing, offering a roadmap to balance technological innovation with the timeless need for human interaction.
About James Hogben
As the Co-founder and Managing Partner of Playmaker Experiential, James Hogben brings over two decades of expertise in live events and experiential marketing, leading the team with his infectious passion to craft groundbreaking solutions for an ever-expanding client roster.
James boasts a remarkable career on the agency side of brand marketing, collaborating with major brands such as the NFL, The FA, Tesco, Strava, Royal Bank of Canada, and Wiz Air. However, his most notable achievement lies in a 16-year journey with Nike, where his exceptional and game-changing work has left an indelible mark on experiential campaigns worldwide. If you've ever been captivated by a Nike experiential campaign, chances are James' fingerprints are on it. Be careful what you ask him about, as his passion for his work knows no bounds.
About Playmaker Experiential
London-based agency, Playmaker Experiential, is the newest addition to our OBE family. Acquired in February 2024, this team of seasoned experience-makers delivers engaging programs for clients such as Nike, the Chicago Bears, Minnesota Vikings, New York Jets and the NFL. Playmaker also serves as our local race organization partner for the J.P. Morgan Corporate Challenge event in London.
About StandOut Magazine
Since May 2005, StandOut Magazine has been keeping event organizers, festival directors, brand managers and event professionals informed with the latest news, opinion and developments that impact the live event industry. StandOut strives to reveal how and why events “stand out” by discovering the practical, inspiring, creative, and technical ideas and solutions that organizers have adopted. Strategically publishing ten editions per calendar year, and supporting major trade shows, associations, and industry leaders, StandOut is a must-read magazine and a leading voice of the live events sector.