Small fish doing just fine in experiential, thanks very much

We welcome WPP’s entry into the experiential sector via the launch of FitchLive (DW 19 July), if only as a very public testament to the ascendancy of live marketing.

It has been predicted for some years that experiential would be the biggest growth area within the marketing mix, and as the traditional marketing sectors are flagging, it’s no surprise that the large advertising groups are rushing to jump on the experiential bandwagon.

But Paul Cowan’s presumption that it needs the arrival of a major group to take the sector to new heights is somewhat arrogant and misplaced. I’ve yet to see evidence that you have to be part of a large group to produce good work.

In fact, there are already a host of small- and medium-sized consultancies producing creative and effective work for major corporate clients – and design is very much at the heart of their offering.

I speak on behalf of TRO and dozens of other award-winning creative agencies specialising in the live medium.

Rob Allen, Chief executive, TRO and chairman, Eventia, London SW1