Sense has reorganised its product offering, in response to the “continued evolution” of experiential marketing.

The global brand experience agency has responded to the maturation of the experiential discipline by separating different types of experiential into silos, each with their own process and approach.

Lou Garrod, managing director of Sense, said: “Experiential has often been seen as ‘one thing’ by the marketing industry, however we’ve found over the years that this causes a lot of confusion and often means that experiential becomes a bolt on for some brands rather than being central to the marketing mix.

“This is because it’s actually a discipline which straddles a number of different marketing challenges – from tactical direct work, right through to strategic brand building.

“Such different campaigns require completely different approaches to be effective, so we felt it appropriate to finally split them apart.”

Sense hopes that this distinction will not only make for better work, but will also help clients refine their briefs.

The reorganisation will apply across the Sense network, which includes offices in London and New York.