Soho Perspectives: April 2024

Bridging the Gap: Humble Reflections from Judging the 2024 Reggie Awards

As a judge at the 2024 Reggie Awards, navigating the experiential categories felt like wandering through a maze of creativity and innovation. Yet, amidst the dazzle and glitz, a sobering realization dawned upon me: I might be part of the problem.

Each project, whether it dazzled or dimmed, showcased a distinct imperfection: a glaring lack of integration between digital and live experiences. There were a few that had integrated digital “easter eggs” at their live events but is that sufficient?

As I reflected on my role in this dynamic industry, I couldn’t help but chuckle at the irony of it all. Here I was, tasked with evaluating the best of the best, while quietly acknowledging my own culpability in perpetuating the status quo.

Even the projects that garnered my highest praise fell victim to this divide. They shone brightly in their digital or live elements, but the synergy between the two remained elusive. It was like watching a duet where both singers were hitting their notes perfectly, yet somehow, the magic of harmony remained just out of reach.

So, what’s a humble judge to do in the face of such folly? Well, first and foremost, it’s time to admit that we don’t have all the answers. As agency partners to brands, we’re often guilty of chasing the next shiny trend or technology without pausing to consider the bigger picture. But hey, we’re only human, right?

In the spirit of self-improvement (and perhaps a dash of self-deprecation), here are some tongue-in-cheek takeaways from my judging escapades:

  1. Embrace the Awkward Dance: Instead of tiptoeing around the awkwardness of integration, why not embrace it? Let’s be honest, trying to seamlessly blend digital and live experiences is a bit like attempting to dance the tango in flippers. It’s messy, it’s awkward, but hey, sometimes that’s where the magic happens. We need to let utility be the reason why digital meets physical, lets use it as a way to enhance and extend the live experience.
  2. Make Friends with Failure: As much as we’d like to think we’ve got it all figured out, the truth is, we’re bound to stumble along the way. So, why not make friends with failure? After all, some of the greatest innovations come from embracing the unexpected and learning from our missteps. Consider that we can give the digitally inclined a deeper level of access to the experience, the brand or the content, while finding ways to engage the introverts.
  3. Laugh at Ourselves: Let’s face it, we’re all a little ridiculous sometimes. Whether it’s chasing after the latest buzzword or falling prey to our own egos, a healthy dose of self-awareness goes a long way. So, why not laugh at ourselves every once in a while? It’s a surefire way to keep things in perspective.
  4. Remember the Human Factor: At the end of the day, behind every flashy campaign and cutting-edge technology, there’s a human being craving connection and meaning. So, let’s not lose sight of the human factor amidst the digital dazzle. After all, laughter, love, and genuine moments of connection are what truly make life worth living.

In conclusion, judging the 2024 Reggie Awards was a humbling reminder that none of us have it all figured out no matter how brilliant so many of the entries were. But hey, that’s half the fun, right? So, here’s to embracing the messiness, laughing at our own absurdity, and daring to dance the awkward tango of integration. After all, if we’re going to be part of the problem, we might as well have a little fun along the way.

Thank you for diving into this edition of Soho Perspectives. We appreciate your engagement and interest in exploring the landscape of experiential marketing. As we navigate these times together, your curiosity and dedication to understanding the evolving trends in the industry contribute to our collective learning and growth. We hope you found this newsletter insightful and inspiring, and we look forward to continuing this journey with you in future editions. Thank you for being a part of the Soho Perspectives community!

If you’d like to discuss anything from the above or learn more about Soho’s perspective email Brian Couch at!


The Team at Soho Experiential

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