Melissa Campbell

Every year, new event industry trends promise transformation. The latest Eventex 2026 Events Industry Trends Report confirms what many of us in experiential marketing have felt building beneath the surface: AI is leading the future of events. But that isn't the real story... The deeper evolution shaping event strategy in 2026 is happening somewhere more human.

So, I've finally taken the plunge and launched my own Substack publication... Beyond The Moment: An Honest Take is officially live!

Eventex Awards, the leading accolade for events and experience marketing, has announced its jury panel for its 16th edition, and we are pleased to share that Just Honest Experiential Agency Founder, Melissa Campbell, is part of this year’s stellar line-up. 

The Real Challenges Facing Today’s Marketing Leaders. After almost two decades working across global events, brand activations and experiential campaigns, one thing has become crystal clear. Today’s marketing leaders are operating in one of the most demanding environments we’ve ever seen.

Bizpreneur Middle East Feature Interview: Female Founder Spotlight - Melissa Campbell, Founder of Just Honest Experiential Agency.

Artificial Intelligence isn’t a far-off concept anymore, it’s already reshaping how we plan, design and deliver experiences. However, success with AI doesn’t come from chasing every shiny new tool. It comes from knowing where it adds value, why it matters, and how to blend it into your workflow. Read on. for practical advice on how to use AI in events and marketing.

Why a Fractional Executive Might Be Your Smartest Hire This Year In an era where agility, creativity, and budget efficiency are more important than ever, many organizations are rethinking traditional hiring models. Enter the "Fractional Director" role

Most agency owners don’t start out wanting to be “business people”. They’re creatives. Producers. Doers. People who get a buzz from making things happen. But here’s the hard truth:

The experiential landscape is evolving rapidly. With rising client expectations, tighter budgets, and new technologies entering the mix. Event agencies are under more pressure than ever to innovate, not just creatively, but strategically.

Your team have invested months of planning and coordination, managed countless moving parts, and executed flawlessly on every logistical detail. The feedback? "Nice activation." "Good brand presence." "Professional setup." But where's the real "experience"? Where's the lasting impression, the social ripple, the "I can't stop thinking about that experience" energy?

Scaling an events function, whether in-house or agency-side, can feel like walking a tightrope. You’re balancing growing demands, tight timelines, shifting stakeholder expectations, and the pressure to deliver experiences that not only impress but also perform. The good news? With the right mindset, structure and support, it’s absolutely possible to scale your event efforts without losing the momentum.

Experiential marketing is one of the most overused and misunderstood terms in modern marketing. Often confused with events, stunts or high-budget activations, its true definition goes far deeper. At its core, experiential marketing is not about scale, spectacle or gimmicks. It is about designed experience. Intentional, strategic and measurable. This article defines experiential marketing clearly, explains how it works, and outlines why it has become essential for brands loo