Sharon Richey

    AUTHOR BIO


    Sharon Richey

    GLOBAL MANAGING DIRECTOR

    I'm an award-winning entrepreneur, a passionate business mentor, and I believe that great things can happen when we work together to help others.
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    Blog posts by Sharon Richey

    02-07-2021 | 3 min read

    Creating a winning culture is like baking a rainbow cake. Here’s why.


    Our Global MD, Sharon Richey, shares her top tips on how to build a company culture that will attract top talent.

    13-05-2021 | 1 min read

    Meredith Cranmer’s 10 reflection points to celebrate 10yrs of ANZ


    There’s no secret to growing a healthy, happy agency business. It simply needs talent and tenacity. With Meredith at the helm, ANZ are a shining example of this. It's not about size, it’s about APPETITE.

    15-04-2021 | 3 min read

    Marketing and Sales: The ultimate B2B power couple


    When Marketing & Sales works seamlessly together, you have a B2B solution that sells.

    04-03-2021 | 3 min read

    Talking International Women's Day 2021 with three warrior women


    To celebrate IWD we asked some powerhouse women from Because three key questions to get the lowdown on the women that have inspired them and their thoughts on gender equality.

    07-01-2021 | 6 min read

    FUTURE FORWARD: OUR 7 MAJOR TRENDS AND TACTICS FOR 2021


    2020 trained us well for 2021. Here's to being better, sharper, more adventurous and better prepared for whatever this year throws at us. 

    18-12-2020 |

    It's the most wine-derful time of the year


    It's time to turn off your devices and grab a well-earned beverage of choice...

    03-12-2020 | 3 min read

    The Beauty of Diversity


    Being a judge of the 2020 DMA Awards has inspired and challenged me. Here are three lessons for growth in 2021 that stuck with me from this celebration of creativity and diversity.

    19-11-2020 | 3 min read

    Three of our favourite virtual festivals


    As an agency we've revelled in the challenge of creating digital experiences and have really enjoyed watching others do the same. Here are three of our favourite virtual festival examples.

    05-11-2020 | 4 min read

    Yup, it's been a turd of a year, but we've managed to cover it in glitter...


    This year has given us ALL the feels, but today we sit back and focus on the positive ones.

    22-10-2020 | 3 min read

    2021's biggest trend? We predict Multidimensional Marketing


    Covid has taught us that we can do without the boardroom. The question is, 'do we want to?'. It seems opinions vary on this one. And that, right there, is the strength of Multidimensional Marketing: the power of choice.

    24-09-2020 | 3 min read

    The rise of multidimensional marketing


    The pressure of 2020 has created a diamond in marketing strategy: the power of choice.

    02-09-2020 | 3 min read

    Why Marketing & Sales are the ultimate B2B power couple


    When Marketing & Sales works seamlessly together, you have a B2B solution that sells.

    27-08-2020 | 3 min read

    The hot list: My 10 Best Experiential Marketing Campaigns


    A pre-COVID brand-experiences trip down memory lane of my top 10 campaigns featured on our blog in recent years.

    18-06-2020 | 8 min read

    Could staycations be 2020’s big holiday trend?


    We interview Graham Turner, Social Media Lead of the Caravan and Motorhome Club, to find out.

    11-06-2020 | 4 min read

    Creating meaningful relationships with customers in a digital world


    How to provide some extraordinary virtual experiences for your customers.

    13-05-2020 | 3 min read

    Brands are back!


    How these 7 brands have found their place in our not-so-new normal.

    26-03-2020 | 3 min read

    Our top 10 brand responses to COVID-19


    10 responses to COVID-19 proving there are brands that have a heart. 

    19-03-2020 | 3 min read

    Now's the time to give some brand love back


    Businesses and brands are doing what they can to survive. But what’s important, is that we all start doing what we can to ensure our nation survives.

    18-03-2020 | 1 min read

    Louis Vuitton swap luxury perfume for hand sanitiser amid Coronavirus crisis


    It is a scene that has become all too familiar all around the world. 

    04-03-2020 | 1 min read

    Three offers optimistic glimpse into Britain’s 5G-powered future


    We may not have flying cars and household robots (yet).

    13-02-2020 | 3 min read

    The Importance of Brand Love


    The marketing industry has been awash with terms like “loyalty”, “trust”, “engagement”, for many years. 

    16-01-2020 | 1 min read

    Hey Google! The great escape at CES 2020


    For some it’s just too futuristic. 

    15-01-2020 | 1 min read

    Amazon’s Happy Hour at CES delights the crowd


    Held in Las Vegas, CES brings the world’s biggest tech players together to showcase the next-generation innovations set to join the marketplace. 

    18-12-2019 | 1 min read

    USPS thinks outside the box in digital campaign


    Have you ever lost hours of your day watching unboxing videos?

    27-11-2019 | 1 min read

    Land Rover creates 4XFAR festival to promote new Defender SUV


    Brands have long known the power of festivals for connecting with a millennial audience.

    07-11-2019 |

    MCM Comic Con London 2019


    It's a wrap!

    07-11-2019 | 1 min read

    Airbnb partners with The Dodo to create unique animal experiences


    For the love of dog! If you’re not following an adorable pet with a big personality on social media, you’re seriously missing out.

    30-10-2019 | 2 min read

    Stay Scary! Spotify celebrates daring celebrities this Halloween


    The most memorable singers are those people who aren’t afraid to take a bold stance and let their true colours shine.

    24-10-2019 | 4 min read

    10 minutes with Amazon's nick robinson and eoghan blake


    Amazon is succeeding at storymaking.

    16-10-2019 | 1 min read

    Premier Inn invites consumers to join the Pillow Fight Club


    Did you know that the ideal time to replace your pillow is every 1-2 years?

    02-10-2019 | 1 min read

    Old El Paso gives diners something to “taco ’bout”


    From the weird to the truly wonderful, pop-up restaurants are taking the UK by storm.

    01-10-2019 | 3 min read

    10 minutes with Paddy Power's Managing Director, Victor Corcoran


    Paddy Power is not afraid of a little controversy.

    12-09-2019 | 5 min read

    10 minutes with Internet Matters CEO, Carolyn Bunting


    Internet Matters CEO Carolyn Bunting is creating a culture for online lives for children & young people.

    11-09-2019 | 1 min read

    IKEA soothes babies to sleep with a musical catalogue


    Blissful, blissful sleep.

    21-08-2019 | 2 min read

    Brita tackles plastic pollution with clever Instagram campaign


    While some people buy bottled water for convenience, others prefer the taste over tap water.

    14-08-2019 | 1 min read

    Pernod Ricard brings back the Malibu Games with a bang in 2019


    The way drinks brands target young consumers is changing.

    31-07-2019 | 1 min read

    Nurofen tests the pain-relieving power of swearing


    For f*ck's sake. 

    24-07-2019 | 2 min read

    Paddy Power pranks fans with fake football kit


    Gambling has become big part of the football experience.

    17-07-2019 | 1 min read

    KLM calls for people to fly less with a disruptive campaign


    How much carbon dioxide do you think each passenger emits on board a London to New York return flight?

    15-07-2019 | 1 min read

    KFC unveils the Fried Chicken Bucket Hat in true finger lickin’ fashion


    There are many fashion choices that have divided opinions over the years.

    03-07-2019 | 1 min read

    McDonald’s Sweden now delivering straight to your picnic blanket


    Picnics on a sunny day are hard to beat.

    19-06-2019 | 2 min read

    This immersive experience lets you step inside your favourite TV shows


    Have you lost time scrolling through streaming services, watching the trailers of countless films and series?

    04-06-2019 | 1 min read

    The world’s most instagrammable ice cream experience is here


    I scream, you scream, we all scream for ice cream.

    30-04-2019 | 1 min read

    Arby’s offers six sandwich-filled hours in Hawaii for $6


    Popular American chain, Arby’s is known for its extravagant, stacked sandwiches inspired by dishes from all around the world.

    23-04-2019 | 1 min read

    Carlsberg ridicules itself with staff reading Mean Tweets


    Brands and celebrities alike often retweet and share the positive comments from its customers to really show off how much people like them.  

    16-04-2019 | 3 min read

    KFC creates the perfect virtual influencer


    Working with social media influencers can be a recipe for success if the right person is chosen. And trust here is key.

    09-04-2019 | 2 min read

    ‘Peri’ clever Nando’s billboards bring friends together with a free meal


    There’s no such thing as a free lunch.

    12-03-2019 | 1 min read

    Step into Van Gogh’s Bedroom with Arloopa


    The story of Van Gogh is a tragic one.

    05-03-2019 | 2 min read

    Game on! Pringles engages gaming influencers with Battle Couch


    Haven’t you got something better to do?

    26-02-2019 | 2 min read

    The Runaway: New Balance rewards runners at the pop-up-pub


    As the London Marathon gets closer by the day, regular runners, fitness fanatics and charity fund-raisers alike don their running shoes in preparation to join the 26-mile race through the streets of the UK capital.

    12-02-2019 | 1 min read

    Lost Lagoon: Captain Morgan hosts ultimate rum experience


    Rum brands are often steeped in a rich heritage that shapes brand identity from the bottle design through to the taste and aroma.

    17-01-2019 | 2 min read

    How we're giving back in 2019


    We want to start by saying thank you.

    08-01-2019 | 1 min read

    Black Mirror pop-up stores build buzz for Bandersnatch


    Life was better in the '80s, right?

    11-12-2018 | 1 min read

    Graham Wall: Three things I'm excited for in 2019


    As my fantastic first year at Because draws to a close, here are the three key things I’m most looking forward to in 2019.

    10-12-2018 | 1 min read

    Sharon Richey: Three things I’m excited for in 2019


    Before I look ahead to 2019, I must take a quick look back on what has been quite a year for Because.

    14-11-2018 | 1 min read

    Severn Trent celebrates ‘Wonderful Water’ with imaginative VR roadshow for kids


    We're thrilled to announce that we have helped Severn Trent officially kickstart an immersive digital, virtual and experiential roadshow that will use virtual reality to delight and inspire children about water.

    06-11-2018 | 2 min read

    High fliers: BrewDog rewards ‘punks’ with exclusive airline experience


    Crowdfunding is an investment method that’s grown rapidly in popularity.

    18-09-2018 | 2 min read

    Brexit anger unleashed at politically themed gym experience


    It’s been over two years since Britain voted to leave the European Union – and as the deadline for negotiation looms large, the public’s patience is now wearing thin.

    11-09-2018 | 1 min read

    A show of strength from KFC with strongman challenge


    KFC is fast making a bid to become the heavyweight champion of experiential marketing.

    06-09-2018 | 1 min read

    Because completes third Educare Centre in South Africa


    Earlier this year, we posted an update about our CSR initiatives for 2018 – including the work we do through Uthando, a non-profit and Fair Trade in Tourism accredited organisation, to help raise funds for life-changing community development projects in South Africa.

    10-07-2018 | 1 min read

    Coke brings World Cup fans closer to the action with AR


    It’s hard to not get caught up in World Cup fever.

    10-07-2018 | 2 min read

    Delta’s endearing stunt proves that not all superheroes wear capes


    Super human strength, telekinesis and lightning speed are powers young people often read about in comics or see in the movies. But not in real life.

    03-07-2018 | 2 min read

    Beautyrest serves up 8-hour sleep marathon in NYC


    Noise, mayhem, excitement. These are some of the feelings that first spring to mind when we think about attending a live music concert.

    03-07-2018 | 2 min read

    Out of this world! Maison Mumm reinvents champagne in zero gravity


    It’s a possibility that Richard Branson has been hinting about for a while; that space travel will one day be open to tourists.

    19-06-2018 | 2 min read

    Pizza perfect: Domino’s Paving for Pizza stunt gets rid of potholes


    Pizza is one of the most popular but complained about options on the food delivery scene.

    19-06-2018 | 2 min read

    Fans experience a whole new world with 360° video from Aladdin musical


    There’s nothing quite like sitting in the audience of a stunning theatre and watching your favourite stories brought to life on stage.

    19-06-2018 | 1 min read

    Google Home goes on tour with mini golf experience


    A fun and inviting brand experience is currently bringing smiles to faces across the United States, thanks to tech giant Google.

    19-06-2018 | 2 min read

    Country Time takes a stand for lemonade stands


    Lemonade stands are synonymous with summer in America.

    12-06-2018 | 2 min read

    Alive and dangerous: Jurassic World embraces AR’s mighty power


    The Hollywood blockbuster that everyone is hyped for this summer has just gotten a whole lot more exciting – thanks to augmented reality.

    12-06-2018 | 1 min read

    Audi Ireland’s interactive AR demo is a world first


    Highly-creative and engaging, virtual reality (VR) and augmented reality (AR) technology lends itself brilliantly to car manufacturers.

    05-06-2018 | 2 min read

    Canon Australia campaign champions the power of curiosity


    The saying, ‘a picture is worth a 1,000 words’, resonates with many young consumers today.

    05-06-2018 | 2 min read

    Japanese drivers take a break at the Hotel Highway


    Drowsy driving is a big issue in Japan – it’s actually the cause of half of all highway accidents.

    29-05-2018 | 1 min read

    Dairy Queen’s gravity defying Blizzard Store


    The Blizzard® is Dairy Queen’s most iconic ice cream. Launched three decades ago, the delicious dish is famously served upside-down in order to demonstrate its creaminess to customers.

    29-05-2018 | 2 min read

    Satisfying cross-country cravings: JetBlue takes pizza delivery to new heights


    New York New York; home to the bagel, the Rockefeller centre, Times Square, yellow cabs, cheesecake and of course, the famous slice of mouth-wateringly cheesy pizza.

    22-05-2018 | 2 min read

    Deadpool 2’s unavoidable marketing push is never-ending


    Superhero movies are ten-a-penny these days.

    22-05-2018 | 2 min read

    Danish holiday makers delight in home weather experience


    For many of us what makes a hot, sunny holiday even better is knowing that the weather at home is grey, wet and miserable.

    16-05-2018 | 2 min read

    Going Solo: The Millennium Falcon brings Hollywood to a standstill


    Hollywood well and truly felt the force at the premiere of Solo: A Star Wars Story, as one of the most iconic sights in cinematic history crash-landed in the heart of LA.

    16-05-2018 | 2 min read

    IKEA’s anti-bullying social experiment surprises UAE kids


    An inventive experiential marketing stunt from IKEA in the United Arab Emirates has got many talking about a hugely important global issue.

    09-05-2018 | 1 min read

    YouTube Red’s wild Karate Kid prank shocks New Yorkers


    Wax On, Wax Off.

    09-05-2018 | 1 min read

    Not so still life: Philips’ brand experience reinvents art in Amsterdam


    86% of Europeans don’t eat enough fruit and vegetables.

    01-05-2018 | 2 min read

    Feel the Force: Disney’s haptic jacket pushes VR and AR further


    It’s been common knowledge for some time now that Disney Research has been actively looking to find ways to better blend VR with the real world.

    01-05-2018 | 2 min read

    Trojan horse Burger King stunt helps movie-goers flout food rule


    Taking your own food into the cinema was forbidden in Peru until recently when the law was amended.

    24-04-2018 | 1 min read

    It Can Wait: New VR experience shows the dangers of distracted driving


    Almost nine out of 10 people admit to using their smartphone behind the wheel. Yet nearly a quarter of people don’t identify using a smartphone while driving as a major problem, according to a recent study.

    24-04-2018 | 1 min read

    Shop the Look: Zara rolls out global augmented reality experience


    Another major retailer is tapping into the power of immersive technology with the launch of a new augmented reality app designed to add a whole extra dimension to the shopper experience.

    17-04-2018 | 3 min read

    Coachella 2018: five brands making the most of this year’s festival


    Music festivals don’t come much bigger, or more sought-after, than Coachella.

    17-04-2018 | 2 min read

    Bacardi lifts the lid on the heritage of Havana Club


    While Bacardi and Pernod Ricard battle it out over the legal rights to the official Havana Club brand, the true story of the original recipe and its creators remains undisputed - but not widely known.

    10-04-2018 | 2 min read

    Yves Saint Laurent shows ‘Y’ influencer marketing works


    With beautiful photography at its heart, Instagram is the preferred social media tool for many young people seeking the latest luxury fashion and beauty inspiration.

    10-04-2018 | 2 min read

    Shiny happy people: PANDORA stirs the senses in Sydney


    It takes a lot to capture the attention and interest of target audiences these days – especially in busy public spaces where countless brands are competing with one another for the same consumers.

    03-04-2018 | 2 min read

    Slow down! Burger King calls on Good Samaritans for help


    Do you consider yourself a Good Samaritan?

    03-04-2018 | 1 min read

    Hands-on VR experience helps the blind ‘see’ art through touch


    A common rule when visiting a gallery or museum, ‘no touching’, is supposed to teach us to respect and appreciate art from a distance.

    27-03-2018 | 2 min read

    GO! Nike’s Reactland experience thrills runners in China


    Anyone that grew up on a digital diet of Super Mario Bros and Sonic The Hedgehog will have no doubt dreamed of being the star of their very own video game.

    27-03-2018 | 2 min read

    Fintastic Magical Mermaid Museum pops up in LA


    Mermaids in film and TV are often portrayed as magical, glamorous yet timid creatures; viewed with intrigue and wonderment.

    20-03-2018 | 2 min read

    Motorola challenges smartphone addiction with ‘Real People’


    Be honest: how connected do you feel to the world around you? Really?

    20-03-2018 | 2 min read

    Fair pay: Gender inequality experiment shocks kids in Denmark


    We’re only three months into 2018, and already this year is set to go down in the history books as a turning point for gender inequality.

    13-03-2018 | 2 min read

    Ready Player One VR experience transports fans to 2045


    Any time that Steven Spielberg’s name is linked to a new movie project, it’s a very big deal.

    13-03-2018 | 2 min read

    Living the dream: HBO transports fans into Westworld at SXSW


    Westworld, the sci-fi western TV series from HBO, left viewers in shock after its cliff-hanger at the end of series one, effectively heightening anticipation for the next series.

    06-03-2018 | 1 min read

    Lacoste helps endangered species with limited edition brand campaign


    A simple story, well told, can have a huge impact.

    06-03-2018 | 1 min read

    Roseanne revival: ABC celebrates TV show with subway takeover


    The living room is at the heart and soul of most TV sitcoms.

    27-02-2018 | 2 min read

    The world’s first ‘VR airline’ takes flight in Tokyo


    A big factor behind virtual reality’s huge surge in popularity in recent years has been the immersive technology’s ability to take users on previously-unimaginable journeys.

    27-02-2018 | 2 min read

    KonsultaMD white box consultation rooms pop-up in unlikely areas in the Philippines


    Getting a doctor’s appointment in the UK can be a challenge for many of us but imagine what it must be like in the Philippines where there’s only one doctor to every 33,000 people.

    21-02-2018 | 1 min read

    Meet Natasha Blevins, the new Creative Director at Because 


    We're thrilled to announce the appointment of a new Creative Director, Natasha Blevins, to the Because family.

    20-02-2018 | 2 min read

    Authentically fake Diesel store tricks unsuspecting customers


    Keeping up with the latest designer brands can be hard, especially on the wallet.

    20-02-2018 | 2 min read

    A shocking pop-up Valentine’s Day store of toxic ‘delights’


    Valentine’s Day has to be one of the most divisive occasions of the year.

    13-02-2018 | 1 min read

    Intel drones break the world record at the Winter Olympics


    The Olympics opening ceremony always promises to be a show-stopping extravaganza of lights, music and entertainment to kick-start the tournament in style.

    13-02-2018 | 1 min read

    Netflix’s breathing billboard shocks LA commuters


    Choosing what to watch on TV these days is unbelievably hard. There are just way too many options.

    06-02-2018 | 2 min read

    Pepsi and Google VR experience takes fans way, way back


    Super Bowl Sunday is the biggest day of the year for NFL fans worldwide – the single greatest, and most hotly-contested, championship game of the entire American Football season.

    06-02-2018 | 1 min read

    Ouch! Farnham Ale & Lager’s experiential stunt is very bitter


    Sports fans can sure be emotional.

    24-01-2018 | 1 min read

    Because announce three key senior appointments amid further global expansion 


    We're chuffed to announced three key senior appointments, as our fast-growing agency continues its global expansion. 

    11-01-2018 | 1 min read

    How we're giving back in 2018


    With 2018 upon us, it's important that we look at how Because as an agency can make a positive change in our communities and around the world.

    19-12-2017 | 2 min read

    Sharon Richey: 3 things I'm excited for in 2018


    Taking the time to think about the year ahead - and what you want to achieve - is critical when running a business.

    21-11-2017 | 1 min read

    Iminathi Educare & Thokozani Together Centre construction now completed


    For several years, Because has been working with Uthando, a non-profit and Fair Trade in Tourism accredited organisation, to help raise funds for life-changing community development projects in South Africa.

    06-11-2017 | 1 min read

    Because continues global expansion with new offices in Dubai


    We're thrilled to announce we have expanded our reach into the Middle East with the launch of a new office in Dubai.

    19-10-2017 | 2 min read

    A snapshot of the UK’s experience economy in 2017


    It seems incredible that it is coming up to 20 years since Joseph Pine and James Gilmore first introduced the idea of the “Experience Economy” in 1998.

    04-11-2016 | 1 min read

    Founder of Uthando wins National Best Cultural Tour Guide at The 2016 Lilizela Awards


    We're very proud to announce our good friend and fellow philanthropist James Fernie, founder of the Uthando charity, has been awarded National Best Cultural Tour Guide at The 2016 Lilizela Awards in South Africa.

    20-05-2016 | 3 min read

    Apple, Google and LEGO deserve to be Europe’s best loved brands


    What is love? A few years ago, this very question actually topped Google’s list of popular search queries.

    22-02-2016 | 1 min read

    Because giving back is important


    We are hugely passionate here at Because about building brand love.