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Brand Experience Agency The Field Rebrands as TED Experience


Unveils new positioning entitled ‘Superstition Sucks!’

Brand Experience Agency The Field Rebrands as TED Experience

Shoreditch brand experience agency, The Field, has rebranded as TED Experience as it launches a new positioning entitled ‘Superstition Sucks!’.

The independent agency, which turns 15 next year, has a client roster that includes Nintendo, Campari, Mondelez, JTI, Warner Bros, Ubisoft, and EA among others.

Founder Chris Dawson, comments: “We’ve been observing how the brand experience market has changed; driven by the evolving needs of our clients. So, this rebrand is about our internal evolution – situating us where best to deliver back to the needs of the clients and the market. It’s predicated on us being able to spend less money on fees, and more money on the actual brand experience campaigns. It also marks the beginning of the TED group of agencies; joining our famed TED Staffing business with TED Experience.”

As part of the agency’s growth, client services director Simon Tracey joined the team earlier in 2019 from Wasserman, where he worked with the likes of Premier League, Barclays, Barclaycard, Sky, and Taylors of Harrogate.

Tracey commented: “Superstition Sucks is our comment on brand experience excellence – in that if you are relying on anything other than proven methodologies, proprietary data, and relevant insights, you’re probably not in for a smooth ride. We believe our clients deserve a good night’s sleep, and our agency pedigree ensures this.”

He continues: “In any campaign the big idea is important, but it’s the planning and execution of the idea, and the heavily nuanced production of the experience, which decides success or otherwise. This is as true for a sampling campaign as it is for a large-scale festival experience. At TED Experience, we just happen to be a bunch of creatives who focus paradoxically on the brutal reality of what it takes to produce the optimal experience in any given environment.”

Dawson concludes: “Our mission has always been to deliver exceptional results for our clients; through strategic planning and delivery that simply leaves no room for error, or no need for Superstition! Under our united TED branding, that mission continues with vigour.”

TED Experience will continue to offer brand experience solutions across roadshows, large-scale always-on sampling campaigns, pop-up experiences, retail experiences, influencer events, and broadcast experiences.

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