The Attendee Experience Design (AXD) Unit will help experiential marketers to design live, virtual and hybrid experiences informed by scientific practice.

The unit will be led by WRG’s head of creative strategy Katie Streten and supported by behavioural scientist Guy Champniss.

The AXD Unit will work with clients and WRG’s creative and production teams to identify audience behavioural drivers and barriers as part of its remit.

WRG is the events and experiential division of The Creative Engagement Group, which is a communications company.

Streten said: “We’ve listened to the pain points of experiential marketers and know they face an unprecedented challenge to design and deliver experiences that maximise audience impact and business value across both live and virtual audiences.

“By looking at the attendee journey through the combination of behavioural science, data insights, and digital and live user experience, we can use a scientific understanding of what blocks and drives audience behaviour to identify specific opportunities to bring our creativity to bear, increasing attendee impact and therefore business value.”