Experiental Essays: Ear to the Ground - Live advertising to Channel Me.

The live experience is an unbeatable way to connect with consumers, and now it can reach a wider audience when brands capture the event and distribute it via traditional media or social networking.

From an epic tune at a packed warehouse party to a winning goal in the last minute of extra time, the overwhelming power of live experience is intoxicating. It's all about being there. For the past decade, I've run an agency creating events that connect those unique, intense, exciting moments with dynamic brands. Three years ago, however, I realised we weren't actually creating experiential events.

We were making 'live ads'.

The ad men of Soho and Shoreditch …