Brand activations need a reason for people to stop.
FLC Marketing Group’s Saravana Ramakrishnan argues that brand activations need to offer participants something worth their attention.
By Brief & Butter · Nov 1, 2026
Writing in Campaign Middle East on 30 October 2026, FLC Marketing Group’s Saravana Ramakrishnan asks why a shopper should stop at a brand activation.
His public introduction distinguishes the brand’s objectives, such as awareness, trial or sales, from the shopper’s immediate priorities. The argument is that attention is a starting point: an experience also needs to provide something useful or enjoyable, or help someone feel confident about a purchase.
For teams planning experiential work, that offers a practical question for the brief: what does a participant gain by taking part?
This draft summarises the publicly accessible introduction and standfirst. The rest of the source requires registration and has not been reviewed. This is the author’s perspective, not a measured finding about activation effectiveness.
More stories.
Gulf influencer marketing faces a tougher test than views
Communicate examines how Gulf brands can distinguish creator visibility from incremental sales and stronger brand preference, while noting limits in the available regional evidence.
YouGov: LG, Tasali and Toshiba lead Saudi ad-awareness gains in September
YouGov’s September ranking puts LG first for growth in recalled advertising, followed by Tasali and Toshiba. The metric measures visibility, not sales or effectiveness.
Freelance is becoming its own career model, says TLA Consulting’s Tatiana Laudati
Tatiana Laudati tells Communicate that agencies are buying senior expertise by project or for a few days at a time, while competition puts pressure on freelance rates.