Agnostic Announces Experiential Marketing and Events Offering to Canada
At this point, it’s clear that the experiential marketing (XM) sector is here to stay. In a post-pandemic world where people value getting out and about more than ever before, brands and agencies have successfully recognised an opportunity to meet consumers where they’re at – a strategy which, when done well, has paid off time and time again.
Of course, ‘when done well’ is a very important part of this concept. It’s not enough to just throw together a live event and put a brand label on it. Experiences must reflect and respect local context, integrate tech where and when needed, use digital touchpoints to enhance, rather than compete with human connection, and ideally be environmentally and socially conscious.
These are all points that strategic communications agency Agnostic is keenly aware of, especially with the launch of its new experiential marketing and events offering, Agnostic Exchange.
Headed up by Liza Baoukian, a seasoned expert in experiential, event, and digital content marketing, this new branch will aim to design experiences that create natural reciprocity between brands and audiences, where attention isn’t demanded, but earned through genuine value exchange. Built to capitalise on the fundamental shift in how brands are connecting with audiences, and the necessity of creating of ‘phygital’ (physical and digital) moments that are inherently share-worthy, the team is ready to deliver memorable experiences at scale, for anyone ready to take their marketing approach to the next level.
To learn more about what it takes to launch in the XM space, the major factors one must consider when playing in this sandbox, and why now was the right time to unleash this new capability, ÌìÃÀÆåÅÆ’s Jordan Won Neufeldt sat down with Liza for a chat.
ÌìÃÀÆåÅÆ> Liza, congratulations on the launch of your new XM capabilities! What does this opportunity mean to you, and Agnostic?
Liza> Thank you! This launch represents a natural evolution for Agnostic and an exciting new chapter for me personally.
What excites me most is the opportunity to take my experience and create a different approach to experiential marketing, combining our PR roots of earning attention with the power of immersive experiences through exceptional project management. We're not just creating events; we're crafting moments that naturally earn their way into people's lives and stories. This launch represents more than just adding a new capability. This is an opportunity to push the boundaries of what experiential marketing can be and do.
ÌìÃÀÆåÅÆ> What made XM a place you wanted to enhance your offerings in? How long has this move been in the works for, and specifically, what made now the right time to get involved?
Liza> The timing couldn't be more perfect. We hear it all the time: after years of digital saturation and the pandemic, people are craving real-world connections. But, they're returning with higher expectations and lower tolerance for inauthentic brand interactions.
This created a clear opportunity to bring something new to the market. We create experiences that naturally earn their way into people's lives and stories, rather than demanding attention. Our team was already ideating on experiences, coordinating media events and pushing the boundaries of client expectations to ‘make it bigger’. This is the natural next phase of our service offering to push for better thinking, drive better results, and create better experiences.
ÌìÃÀÆåÅÆ> With that in mind, what are your main aims and ambitions for Agnostic’s XM offerings across the 2025 year?
Liza> Our ambition is to establish a new standard for experiential marketing that prioritises meaningful exchange. We're focusing on creating experiences that stick with you, spark genuine conversations, and earn authentic coverage. Whether it's an influencer press trip, a cool pop-up, or an unmissable retail activation, our goal is to ensure every experience delivers real value to both brands and people.
ÌìÃÀÆåÅÆ> Let’s talk a bit more about the development of this side of your business. What has the scaling up process been like? Are there key principles which have informed your ethos?
Liza> Our approach has been built on relentless curiosity and deep insight. We have heard the pain points of our clients, dug into what already exists both in the Canadian market and globally, and have anticipated what consumers are leaning into. Every decision is driven by a core understanding of the human experience.
At the heart of this approach is our signature ‘Sphere of Exchange’ – five dimensions that create unforgettable brand moments. This foundation allows us to scale thoughtfully while ensuring every activation maintains the quality and impact our clients expect.
ÌìÃÀÆåÅÆ> Tell us more about the ‘Sphere of Exchange’. What are the principles behind it, and how do they inform the way you do XM?
Liza> The ‘Sphere of Exchange’ is how we create unforgettable brand moments. It consists of five interconnected dimensions: ‘Cultural Exchange’ (creating conversations that matter), ‘Sensory Exchange’ (engaging all senses), ‘Social Exchange’ (crafting shareable moments), ‘Story Exchange’ (making every participant the hero), and ‘Value Exchange’ (delivering mutual benefit). We are hyperfocused on the inherent reciprocity of what we craft. These dimensions don't exist in isolation; they work together to create experiences that are greater than the sum of their parts.
Practically speaking, what makes this framework particularly powerful is how it aligns with and amplifies some key trends shaping our industry. Thinking about current headlines and what people are tuned into, this feels more relevant than ever. But we don’t just move with every trend. Our holistic approach ensures we're leveraging trends strategically to create deeper, more meaningful brand experiences. We’re excited to bring this approach to life through our framework for the brands we serve.
ÌìÃÀÆåÅÆ> Building on this, how do you ensure your XM offerings are scaled flexibly, able to deliver in the pre, during and post phases of a project?
Liza> Our PR background gives us a unique advantage in thinking about experiences as complete journeys, rather than isolated events. We consider how to build anticipation before, create impact during, and extend the conversation after. This integrated approach ensures our experiences deliver value at every stage.
ÌìÃÀÆåÅÆ> Something that often gets brought up with regards to XM is the importance of shareable immersive experiences. Why is this so important? And how do you factor this into the work you do?
Liza> It almost goes without saying. We are all constantly connected to our devices, filtering through content, and trying to decipher what to trust. People need to feel connected in real life, which is what immersive experiences achieve when done right.
Beyond that, experiences need to be inherently shareable – not because they're designed for social media, but because they're worth sharing, and because we usually trust what our friends have to say about something the most. Immersive experiences create brand ambassadors. When we create moments that naturally inspire people to share, we amplify the message and extend the impact far beyond the physical event.
ÌìÃÀÆåÅÆ> Equally so, personalisation is another big touchpoint. Are there tricks you’ll be using to ensure your XM work lands effectively with consumers and brands on a consistent basis?
Liza> We are proud of our ‘one-style-fits-none’ approach, and that extends to XM. We start with deep audience insight and make that our North Star. It's not about surface-level customisation, but understanding what truly moves people and creating experiences that resonate on a personal level. This insight-driven approach ensures our activations feel relevant and meaningful to each participant.
ÌìÃÀÆåÅÆ> Are there any other factors you’ll heavily be considering across your XM practice? Please tell us about these!
Liza> When it comes to experiential and events, the thing that comes up most frequently is ROI. It can be a significant investment for – what at the surface level appears to be – small returns. Measurement and impact are crucial. We're focused on creating experiences that not only generate impressions, but drive real business results. We are creating lower-funnel impact, driving loyalty and advocacy. This means we need to be hyperconscious about how each activation ties back to broader business objectives, and measure success in meaningful ways.
ÌìÃÀÆåÅÆ> Finally, with things launched and the news officially out, what are you most excited for?
Liza> We are past go and now we get to really fly!
In reality, we are off to a running start, having already been delivering events and experiences for our clients. We’ll continue to challenge the status quo and elevate experiential marketing. We have an incredible team, a unique approach, and the perfect timing to create experiences that truly have impact.
