Experiential marketing isn’t a line item. It’s a strategic driver of culture, commerce, and community. In this episode of Production Value Matters, Matthew Byrne sits down with Brook Jay, a pioneer in the experiential space and founder of All Terrain, to unpack how top brands are rethinking the power of real-world connections.

Brook shares how her agency has evolved to connect digital, social, and IRL touchpoints while proving measurable ROI (and ROE). From a casino floor problem in Las Vegas to creating a never-before-seen airline activation, Brook tells the story of how deep consumer insight and smart experience design changed everything for a client—and reset the bar for the entire category.

If you’ve ever had to convince a stakeholder that experiential “works,” this is your new go-to episode.

What You’ll Learn:

Why experiential marketing deserves a seat at the strategy table, not just the event plan
How to design activations that align directly with business goals and KPIs
What “Return on Experience (ROE)” means and how to measure it effectively
How one in-flight activation helped transform foot traffic into casino revenue
Why brands must earn their way into culture through authenticity and micro-communities
The metrics that matter most when building for long-term customer value
How to treat every event as a content engine with lasting impact
What production teams can do to become trusted creative and strategic collaborators

About the Guest:

Brook Jay is the CEO and Founder of All Terrain, the first female-led full-service experiential marketing agency in the U.S. Over the last 25+ years, she’s created iconic, results-driven experiences for brands like PepsiCo, Nike, Airbnb, and Ferrari. She’s a disruptor, mentor, and advocate for women, entrepreneurs, and animal welfare—and a relentless champion of making experiential more strategic, measurable, and human.