Gina Michnowicz is CEO/Chief Creative Officer of The Craftsman Agency, where she focuses on creating magical experiences and immersive stories for brands like Disney and Microsoft. Where does one start with experiential marketing and brand experience? We discussed all of this and more this week on the On Brand podcast.
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About Gina Michnowicz
Gina Michnowicz is CEO and Chief Creative Officer of The Craftsman Agency, where she focuses on creating magical moments through custom experiential marketing and immersive storytelling for B2B and B2C brands. With past clients including Cisco, Disney, Paramount, and Microsoft, Gina has led projects from concept to delivery of immersive digital experiences, experiential installations, websites, and bespoke advertising campaigns.
Gina’s work spans from marketing and sales within brands, to agencies, to management consulting. Her time in management consulting has strengthened her ability to think both strategically and creatively, leading teams to push the envelope with work that surprises and intrigues prospective clients.
First things first, how do you create a magical brand experience for an already magical brand like Disney? “Oh it’s everything—sometimes it’s a 12” chocolate dress for Cruella,” Gina explained citing her agency’s recent activation for the Disney film.
The importance of being unexpected. “Especially today” Gina stressed, noting the noisy world we consumers find ourselves in.
Asking questions. Gina’s background as a management consultant provided great context for developing strategic brand experiences and activations. “Management consultants ask a lot of questions.” This is especially useful in determining clients’ needs and what form of experience will work best.
How do you measure brand experience? “You have to connect and have social be your elixir.” Gina also mentioned the importance of hashtags, ambassadors, and simplicity in executing a successful experience.
What brand has made Gina smile recently? “Disney makes me smile every day,” Gina noted. She also mentioned regular smiles from the Four Seasons Maui.
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