Katie Penfold


    Katie Penfold


    I've been a valuable member of our senior team since the year dot and have amassed a tremendous amount of experience helping some
    of the world's biggest, and best loved, brands connect with people in extraordinary ways.

    Blog posts by Katie Penfold

    31-01-2022 | 2 min read


    We toast the smartest, most engaging experiential marketing by alcohol brands. Cheers to these five brand winners!

    10-01-2022 | 2 min read


    It’s not about exotic, complicated ingredients or fancy flaring. It’s about pouring the perfect mix of the right skills, people, and clients. This is what we’ll be toasting in 2022.

    13-12-2021 | 2 min read


    Our latest talented team addition is a cultured creative, foodie, and film guru with a soft spot for dogs and caipirinhas. Here’s what you need to know about Georgia.

    07-12-2021 | 3 min read


    Our latest talent transfer has everything you want in a high-profile signing: he’s young, skilled, ambitious, and he’s a real team player. Here’s what we’ve learnt about our newest creative goal-scorer.

    08-11-2021 | 2 min read

    A (digital) superstar is born in AR singing competition, Alter Ego

    Augmented Reality (AR) is paving the way for a new generation of digital superstars in Fox Network’s innovative new series, Alter Ego

    11-10-2021 | 2 min read

    Glenfiddich makes strides down the crypto catwalk to launch its new a 26-year-old whisky.

    A 26-year-old single malt whisky and crypto fashion. A match made in the metaverse.

    12-07-2021 | 3 min read

    5 masterful ways brands are using augmented reality to stand out

    Get inspired by how these clever brands have embraced Augmented Reality tech to blow minds whilst building brand love.

    06-05-2021 | 4 min read

    5 Ways to truly connect with Millennials and Gen-zers

    The younger generations are more plugged-in and spoilt for choice than ever before. Here's how to cut through the noise and connect with this audience.

    08-04-2021 | 4 min read

    How to fit into a hybrid office 'environment'

    Top tips on how to integrate yourself into a physical/virtual global office.

    18-03-2021 | 4 min read

    5 things to factor in when going live in the roaring Twenty Twenties

    Is your brand ready to rock live events in the roaring twenty twenties? Here are five points to help you create a live experience that was worth waiting for.

    11-02-2021 | 3 min read

    Mapping out the next social media success

    Imagine you could read the future and bet on the next big thing in social media? Our Crystal Ball is here to help. Meet Pinza®, the future of smarter, and safer, social media.

    12-11-2020 | 4 min read

    How to win Gen Z and influence TikTokkers

    The younger generations are more plugged-in and spoilt for choice than ever before. Here's how to cut through the noise and win over this audience. 

    02-04-2020 | 6 min read

    Getting social on social - connecting is now more important than ever

    Pivoting your social and influencer marketing strategies given COVID-19.  

    20-02-2020 | 1 min read

    KFC steps on to the catwalk with unique fried chicken Crocs

    Crocs are like the Marmite of footwear. Some love them, others hate them.  

    22-01-2020 | 1 min read

    A dry spy! Daniel Craig goes alcohol-free in new Heineken ad

    Hold the martini. 

    08-01-2020 | 1 min read

    Volkswagen creates touching tribute for VW Beetle

    If the Fifties were in black and white, then the Sixties were in Technicolor. 

    04-12-2019 | 1 min read

    Snicker’s tricks hangry consumers into buying Bounty

    Whether you’re a Flake fiend or a Twirl girl it is fair to say we are a world of chocolate lovers.

    13-11-2019 | 1 min read

    Samsung takes consumers to new heights

    Taking a quick ‘selfie’ has become a normal part of both our personal lives and social media feeds. It’s so simple. Even monkeys have mastered it!

    07-11-2019 | 1 min read

    Burger King brings Call of Duty’s Burger Town to life

    Call of Duty fans were thrilled to hear that a new game, Modern Warfare, was joining the line-up and will be released in time for Christmas.

    30-10-2019 | 1 min read

    Budweiser brews up Halloween 'Drink Wiser' campaign

    Halloween offers the perfect platform to create brand experiences to die for.

    22-10-2019 | 2 min read

    Amazon launched voice-enabled smart home pop-up experience

    It's an all-in-one.

    25-09-2019 | 1 min read

    LEGO urges children to rebuild the future in global campaign

    They may be small, but they are fierce.

    28-08-2019 | 1 min read

    Oreo auctions cookies that have been licked by Lewis Capaldi

    Over the years, people have bid on some pretty weird items from celebrities in the name of charity.

    07-08-2019 | 2 min read

    Desperados virtually connects two house parties to form one Epic Party

    Nowadays, house party space can be limiting.

    24-07-2019 | 1 min read

    McDonald's tour UK festivals in a fun McNugget Van

    Brits love a festival.

    09-07-2019 | 1 min read

    Travel agent brings the world closer together with ‘collective tattoo’ experience

    We live in divided times.

    26-06-2019 | 1 min read

    Trivial Pursuit Hotel allows you to pay for your stay with knowledge

    Board games have made a triumphant come back of late.

    11-06-2019 | 1 min read

    Visit Xbox invites gamers to travel and explore virtual worlds

    Travel adverts with their panoramic shots of vivid landscapes are incredibly persuasive.

    12-03-2019 | 3 min read

    T.J. Maxx Maxx-imises engagement with gamified pop-up installations

    Designer brands are a luxury that many of us want but simply can’t afford.

    05-03-2019 | 2 min read

    Oreo takes it beyond the biscuit to target Gen Z consumers

    In an increasingly online world, more brands are looking at the value of e-commerce to drive overall revenue growth.

    26-02-2019 | 2 min read

    The Hidden World: Walmart delivers magical VR-driven roadshow

    Have you always wondered what it feels like to fly?

    19-02-2019 | 1 min read

    Porsche delights fans with the Cayenne Model Wall

    Sports cars maybe fast, sleek and highly desirable, yet with limited passenger space and a high price tag, they are an impractical dream for most people.

    12-02-2019 | 2 min read

    Shutterstock brilliantly trolls Fyre Festival with idyllic stock images

    The Fyre Festival hit headlines for all the wrong reasons.

    05-02-2019 | 2 min read

    Burger King ‘tricks’ social media influencers into promoting fries

    Why would Burger King like a random tweet from a digital influencer posted in 2010?

    29-01-2019 | 2 min read

    Celebrate Valen-HEINZ Day with a serving of Ketchup Caviar

    Valentine’s Day can be expensive.

    22-01-2019 | 1 min read

    AeroMexico surprises Americans with humorous DNA Discounts experience

    It’s said that everyone shares a common ancestor if you look back far enough.

    15-01-2019 | 2 min read

    The five most extraordinary brand activations at SXSW 2018

    SXSW, the annual film, media, and music festival and conference that take in Austin, Texas, never fails to feature some of the most extraordinary brand activations of the year. 

    15-01-2019 | 2 min read

    KFC brings back bowl cuts to amplify $3 Famous Bowl promotion

    Past fashion trends, whether remembered with nostalgic fondness or hideous embarrassment, get people talking.

    15-01-2019 | 2 min read

    CES 2019: Six breath-takingly immersive brand experiences that stole the show

    CES is a gadget lovers’ paradise, each and every year.

    18-12-2018 | 1 min read

    KFC spreads holiday cheer with chicken-scented firelogs

    There appears to be no limits to the lengths that KFC will go to get folks talking.

    11-12-2018 | 1 min read

    Jonny Davis: Three things I'm excited for in 2019

    As 2018 comes to a close and we move into 2019, I’m looking forward to the following:

    05-12-2018 | 1 min read

    The most innovative experiential campaigns of 2018

    As 2018 draws to a close, we wanted to look back at the brand experiences that have left a lasting impressions on our readers this year.

    04-12-2018 | 1 min read

    Payless Shoes tricks influencers with fake designer pop-up shop

    Shoppers put their trust in designer labels as a mark of quality, status and luxury.

    20-11-2018 | 1 min read

    Bauducco Foods connects families for Thanksgiving in NYC

    When was the last time you spoke to your family? Was it this morning, last week, perhaps even a month ago?

    20-11-2018 | 1 min read

    SAAQ targets reckless road crossing with shocking billboard stunt

    We’re all told to take care when crossing the road from as soon as we’re first able to walk.

    30-10-2018 | 2 min read

    Burger King feeds nightmares with ghoulish Halloween stunt

    Craving a good night’s rest? Then there are some foods you should avoid eating before settling down for a long sleep: ice cream, pizza, cereal and garlic are all said to disturb our slumber.

    23-10-2018 | 1 min read

    Tim Hortons gives Kenyan ice hockey team the trip of a lifetime

    There’s only one ice hockey team in Kenya. And that’s hardly surprising.

    16-10-2018 | 1 min read

    Hellmann’s stuns stadium visitors with emotive food waste experience

    Food waste is a massive global problem. Perfectly safe, edible food that could be feeding those in need, is being wasted.

    02-10-2018 | 2 min read

    Making a splash: Desperados throws ultimate party in the world’s deepest pool

    The most weird and wonderful events are the ones that get the most attention and earn that all-important standout. And the venue is a key part of that.

    18-09-2018 | 2 min read

    Goodwill promotes unique fashion with creative digital campaign

    Fast and disposable fashion has a huge environmental impact.

    11-09-2018 | 2 min read

    No more Mayo: Miracle Whip surprises residents with town name take over

    Miracle Whip and mayonnaise are often confused for one another - but there are some little known yet distinctive differences between the two condiments. 

    04-09-2018 | 2 min read

    Warner Bros. conjures up horrifying VR experience for film fans

    When a new film in The Conjuring series hits cinemas, there is one thing you can be certain of; it will be terrifying.

    04-09-2018 | 2 min read

    Happytime Murders opens saucy pop-up puppet bar in LA

    Happytime Murders is arguably one of the most controversial films released this year, set in a world in which puppets and humans co-exist.

    28-08-2018 | 2 min read

    New Balance turns back time to launch new 90s inspired trainers

    2018 has seen a revival of the 90s: dungarees, bomber jackets, crop tops and, of course, retro sportswear everywhere.

    21-08-2018 | 1 min read

    McDonald’s ‘friestream’ activation has fans shouting from the mountain tops

    French fries come with nearly every McDonald’s meal.

    21-08-2018 | 3 min read

    Face Anything: Olay empowers influencers to spread confidence message

    Language is a powerful tool. A simple word, well placed, can increase the impact of a sentence or change its meaning.

    14-08-2018 | 1 min read

    Bloody puddles shock passersby in St Petersburg

    The summer is a bad time of year for blood donations.

    07-08-2018 | 2 min read

    Budweiser’s deep roots in music unearthed in clever keywords campaign

    When you have a burning question that you need answered, what do you do? You use an online search engine.

    31-07-2018 | 1 min read

    Burger King ‘Chick Fries’ prank highlights the unfair reality of Pink Tax

    It’s expensive to be a female consumer thanks to the pink tax.  

    24-07-2018 | 2 min read

    KFC wins over the internet with crazy Colonel Cat Climber video

    The internet loves cat videos…perhaps a little too much.

    17-07-2018 | 1 min read

    Schweppes addresses female harassment with Brazilian nightclub experiment

    Female harassment is a critical issue: since the #MeToo movement, many women have been encouraged to share their own personal experiences of unwanted attention and assault.

    09-04-2018 | 2 min read

    The Influencer Trust Continuum: what it means for your brand

    The storm clouds are rumbling, the end of influencer marketing is nigh - or so some of the headlines would have you believe.

    29-03-2018 | 3 min read

    The three different types of influencers - which is right for your brand?

    Strategic influencer marketing has never been about scale - its about influence, and "more scale" does not necessarily equal greater influence.

    27-03-2018 | 1 min read

    Because nominated for six APMC Ireland 2018 Star Awards

    We're chuffed to announce that Because Ireland has been shortlisted for six APMC 2018 Ireland Star Awards. 

    27-02-2018 | 3 min read

    5 tips for creating an unforgettable city centre event

    The sweet spot in life is when you get an opportunity to bring together your personal and professional passions.

    13-02-2018 | 1 min read

    Because launches This is Burj Khalifa an influencer campaign for Burj Khalifa, At the Top

    We're thrilled to have been appointed by Emaar Properties to deliver a content and influencer campaign to help raise awareness about the world’s tallest observation deck.

    02-01-2018 | 5 min read

    Brace yourself: 6 big marketing trends set to explode in 2018

    The future. If only it were easy to predict.

    21-12-2017 | 1 min read

    Jonny Davis: 3 things I’m excited for in 2018

    As I look back on 2017 and start planning for 2018, there are three things that I most excited about. 

    19-12-2017 | 2 min read

    Katie Penfold: 3 things I’m excited for in 2018

    Thank you 2017, bring it on 2018 – this is what I am most thankful and excited for.

    01-12-2017 | 2 min read

    Après Dublin launches as Ireland's ultimate Christmas party destination

    The heart of Dublin city centre has been transformed into an unforgettable festive wonderland with the official launch of Ireland’s first-of-its-kind Christmas party venue, which officially opened its doors to the public with a big launch night on Thursday 30th November.

    23-11-2017 |

    Because Ireland's Nivea Electric Picnic campaign wins two IMC European Awards

    We're chuffed to announce our Nivea Electric Picnic experience has won two awards at the 2017 IMC European Awards. 

    10-11-2017 |

    Because Ireland's Nivea Electric Picnic campaign shortlisted for two IMC European Awards

    We're chuffed to announce our Nivea Electric Picnic experience has been nominated for two IMC European Awards. 

    20-06-2017 | 1 min read

    BEcause staff nominated for Event Industry People Award 2017

    We're chuffed to announce two BEcause Ireland staff have been nominated for an Event Industry People Award 2017.

    01-06-2017 | 1 min read

    Dropbox Xanadu event shortlisted for Event Industry Award

    We're chuffed to announce that our Xanadu campaign for Dropbox has been shortlisted for an Event Industry Award. 

    07-04-2017 | 1 min read

    BEcause win 8 APMC Ireland 2017 Star Awards

    We're chuffed to announce that BEcause Ireland won 8 awards at the APMC 2017 Ireland Star Awards.

    01-03-2017 | 1 min read

    BEcause nominated for 7 APMC Ireland 2017 Star Awards

    We're chuffed to announce that BEcause Ireland has been shortlisted for 7 APMC 2017 Ireland Star Awards. 

    05-01-2017 | 3 min read

    Death to millennials: why this antiquated term needs to die

    The term millennials is now meaningless. It needs to die.

    01-11-2016 | 3 min read

    5 marketing trends to watch for in 2017

    The only constant in experiential marketing is change; approaches and tactics must of course grow and evolve for brands to keep winning over consumers in memorable and engaging fashion.

    19-10-2016 | 2 min read

    Why experiential marketing achieves real cut-through in a digital age

    Precision targeting or mass marketing, which is best? That’s the great dilemma facing the modern marketer, according to a recent Evening Standard article.

    03-03-2016 | 3 min read

    How the public sector can use experiential marketing to engage hard-to-reach audiences

    Experiential marketing is now the UK’s fastest growing marketing channel.