Margaret Kerrison, a senior creative director at Tait, discusses the importance of meaningful physical spaces in modern marketing. With her background at Disney Imagineering and Airbnb Experiences, she highlights the shift from traditional marketing, focused on broadcast messages, to creating immersive experiences that invite consumer participation. Tait, active in the live experience sector since 1978, works with top brands, and Kerrison points out the necessity for brands to design shareable experiences that marry physical spaces with social media's capacity for engagement and enhancement.
Kerrison emphasizes that modern marketing is focused on creating immersive experiences rather than merely broadcasting messages, marking a significant shift in the marketing landscape.
She asserts that the vital goal is to make spaces shareable, enabling individuals to enhance and extend experiences through social media interactions.
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