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Our award-winning masterclasses focus on busting the most common myths around live, digital and virtual brand experiences.

We use proven strategies, techniques and case studies from top brands from across the globe to demonstrate how to use the immersive power of experiential marketing, digital amplification, influencer engagement and virtual/augmented reality to deliver truly disruptive brand experiences.

What's the agenda?

The myths we'll be busting throughout these sessions relate to the following topics: 

  • New media vs. experiential 
  • Rave-to-Revenue campaign continuum
  • The truth about influencer marketing
  • Making content reach and resonate
  • Live creative tech, its multiple forms (VR, AR & more) and why you don’t need millions to make it happen

Why should I attend?

We've held over 40 masterclasses since 2015 in 6 markets across the globe - and we've had more than 700 attendees from 400 companies, including Google, Coca-Cola, Diageo, General Mills and Heineken, attend our sessions. In our survey feedback, 96% of attendees described the session as 'Excellent'. 

These classes share answers to the questions we get asked most often by brand marketers. Sharing these insights helps you to fast track the process of finding solutions for your own brand challenges.  

What are the masterclass options?

We host monthly experiential marketing masterclasses in London, Dublin, Auckland, Sydney, Dubai, New York and Singapore. We also hold private tailored masterclasses and a series of immersive technology lunch and learn sessions.

We are also available to speak at marketing conferences, and have previously presented at POPAI, ADMA and UK Events Week. We have also presented at several client conferences. If you'd like us to speak at your next event, please drop us a note at masterclass@becausexm.com


Each of our masterclasses are overseen by an experienced director from our team. Roll over their headshots to learn more about them.


With nearly 30 years in marketing, both client and agency side, I’ve acquired a rare perspective on brands and business. I believe you have to challenge creatively if you want to grow sales. Consumer technology is reshaping our world and it’s only the great brands that stay on the crest.

Joss Davidge
Global Innovation Director

From the moment I discovered you could earn a living from your imagination, I was hooked. Collaborative, commercial and utterly obsessed with creativity, it’s my mission to ensure we deliver first class service and game-changing ideas each and every time we work with our clients.

Graham Wall

I have a genuine love of brand experience and the way it impacts positively on consumer behaviour. I adore our clients, our work and our agency, and having been at Because since 2000, I've spent many years making some of the world’s biggest brands come alive.

Katie Penfold
Acting Managing Director AE

An entrepreneurial and passionate marketer, my career started in NZ working in radio. After moving to London and spending 10 years working in experiential marketing, I founded Because Australia in 2010. My focus is all about creative ideas that deliver measurable value for our clients.

Meredith Canmer
Managing Partner Australia

Jonny founded Because Ireland (Imagine Marketing) in 2005, creating an agency that specialises in experiential marketing, sales promotion and activation. Over the last 10 years Because Ireland has grown into a multi-award winning agency that counts the largest Irish and international brands among its client base.

Jonny Davis
Managing Partner IRE

I'm a highly motivated and driven marketer with over eight years’ experience in PR and social and digital media. I have created and implemented digital and social strategies across a wide variety of brands with an awarded expertise in digital activation of sponsorship properties. My PR background has given me a keen sense for telling a brand story in a manner that resonates with audiences and builds a strong brand affinity.

Gavin Coffey
Global Digital Director

I'm an integrated marketer and experiential specialist, with extensive agency and client side experience, in the UK and abroad. For the last decade (and especially since joining Because in 2010) I’ve developed a keen eye for numbers, and am always eager to deliver measurable results through insight, innovation and ingenuity.

Anna Bysshe
Business Director UK


We've been running our masterclasses for several years and during this time we've had some great feedback from our attendees.

Click through the carousel to the right to see what other brand marketers have said about our masterclass sessions.

  • open quote

    The upfront planning, their ability to turn ‘1-2-1’ to ‘1-2-many’ through technology & social media, and the attention to detail set them apart from other agencies. Truly great value for money.

    Graham White, Former Marketing Consultant, General Mills

    close quote
  • As ever, the commitment and support from the team at Because throughout the campaign was fantastic.

    Abi Robins, Director of Corporate Responsibility Programmes, British Gas

  • 'Who is going to talk about their bowel habits to a complete stranger in the High Street?', I recall once saying. I was happily proved wrong. Does face-to-face work help us to save lives? Undoubtedly, yes.

    James Brandon, Head of Marketing, Public Health England

  • Everyone involved from Because has put a huge effort into the project and there has been no questioning the commitment to delivering the best virtual reality campaign possible.

    Steve Gregory, Marketing Director, Bel

  • Of all the agencies we use, Because’s real time evaluation and methods are the most impressive. Their work is always rigorously evaluated with any improvements identified and implemented immediately.

    Emma Heath, Former Marketing Controller, Maxxium

  • Because were an amazing team to work with and put on a wonderful finale to top off a great season of the Color Run.

    Rubina Iqbal, Brand Manager, Dulux

  • Working with Because has been a delight - having such a dedicated creative agency who really know their stuff has been a great reassurance to the team. Their work ensured that Nature Valley's presence across several summertime events were a massive success.

    Paul White, Marketing Manager, General Mills

  • This was our first major influencer event and it really captured everyone’s imagination – giving them a genuine, feel-good insight into the fun and fantastic world of Yorkshire Tea.

    Simon Eyles, Marketing Director, Yorkshire Tea

Previous attendees

We've had marketers from a wide range of commercial and government sectors attend our masterclass sessions. Take a look at a sample of previous attendees below.

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