Brand experience is the result of several elements, from the physical structure that participants engage with on-site, to the online activation that help enrich this branded narrative.

Designing a seamless experience requires one to have an understanding of structural design and construction and technical multimedia know-how. Individuals should also have the ability to use the right communication mix to extend the experience beyond the activation space.

According to Renee Wan (pictured), HR advisor, Geometry Malaysia, this responsibility lies with the agency’s brand experiential architect, who is tasked with turning a story into a physical experience.

In this interview republished from A+M, she talks about the traits required of an experiential architect.

A+M: What does brand experiential architect even mean and how do you hire one?

An experiential architect is someone who understands current on-ground experiential trends, consumer needs and demands, and are up to date on the latest technology and equipment/devices for experiential purposes. That person must be able to understand brand market dynamics and thus, the creative extension of integration. Being technologically proficient is a must.

A+M: What new skill sets are required of employees to survive in today’s ad world?

The truth is that mobile and digital advertising are rising rapidly and knowledge of digital and new technologies is the norm. Creativity, adaptability and a willingness to learn and be part of a team are also important.

A+M: What are some of the qualities they should not have?

Humblebragging, tactlessness and bad-mouthing former employers are some of the turn offs.

A+M: Moving beyond brand experiential architects, with you as HR advisor, how can employees approach the topic of a pay raise?

The best way to ask for a pay raise is in person. Knock at your manager’s door, schedule a face-to-face conversation, be vocal and make your request known. However, do not overlook the importance of preparation. Ensuring that your KPIs are met and writing down your thoughts beforehand is a good idea.

Also, be mindful of timing. Each agency has their own pay raise cycles and understanding them is important.

A+M: How important is word of mouth references from former employers/employees?

From a human resource standpoint, word-of-mouth recruiting is one of the most effective ways to fill jobs, especially when a person is recommended by someone we know and trust. This is why we introduced an “Employee Referral Program”.

While a positive reference from an employee has a significant impact on how we perceive the individual, it mainly serves as a indication and is not THE way to land yourself a job.

Image / Provided 


This interview was first published in Marketing Magazine.