Shiraz Creative – a leading US creative agency – has launched MEdium™ to the UK and European market. MEdium™ is a proprietary methodology for helping brands effectively reach highly engaged social consumers through multi-sensory and digitally immersive experiences. Shiraz Creative is a full-service creative agency that merges live events, digital experiences, production and design for many of the world’s biggest brands, including Google, VISA, Microsoft, Dior, Harrods, P&G, Ferrari and Amazon.
MEdium™ supports the notion that brands must deliver an experience where instant gratification meets digital validation, which comes to life through sharing engagements and experiences via social media. This “on demand” culture in which we live requires a high level of satiation, which is why Shiraz Creative developed MEdium™, the agency’s approach and process of tapping into the psyche of socially-engaged guests and utilising a proprietary framework that maximises a brand’s utilisation of socially-savvy individuals.
As part of the announcement, the company also unveils its new name – evolving Shiraz Events from a traditional event planning company to Shiraz Creative, a multi-faceted “digital meets human touch” experiential innovator. With consumers living increasingly digital lives, brands are struggling with how to make authentic connections in tangible ways through mostly mobile environments. Knowing there is no better way to truly connect than through in-person contact and communication, Shiraz Creative creates engagements for its clients that elevate branded experiences digitally.
Shai Tertner, founder and president of Shiraz Creative said: “What we’ve seen with today’s digital consumer and their ‘on demand’ behaviours is that brands are losing the human element and are challenged with finding ways to maintain the human connection through technology, which is why they come to us. One of the catalysts for our own brand’s evolution was the impact of the highly digital consumer, which compelled us to create MEdium™, combining our artisan approach to the brand experience with the latest technologies and digital innovations to transform how people want to connect with brands.”
Shiraz Creative recently hired Justin Bell as Vice President of Digital, a veteran Omnicom Group executive, leads the company’s digital division and is responsible for the implementation of MEdium™ across Shiraz Creative’s solutions. Such implementations require creative integration of digital and the human element, elevating the brand experience to every sensory aspect – from sight, sound, smell, taste and touch to a 3-D immersion that is imaginary, futuristic and virtual. Bell’s team crafts custom digital tools and interactive technologies to enhance experiential events, such as mobile apps, content sharing interfaces and AR/VR gamification platforms.
Author: Adam Parry
Adam is the co-founder and editor of www.eventindustrynews.com Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.
