Northside Festival

Focusing on “discomforting” an “anti-market” (and therefore standing out to the real one) naturally creates disruptive and disarming campaigns, and in turn attracts and engenders greater brand loyalty and passion from the target audience. It’s a street marketing strategy that has helped The Economist generate more than 66,000 new subscribers, globally. In this session, the publisher and their AOR will explain why discomfort is the next big thing in experiential marketing, why it works and how to do it successfully.