How to Prepare for Success at IFA Berlin 2025 

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What is IFA Berlin?

IFA Berlin is one of the three largest IT and technology exhibitions in the world, renowned for its scale and influence. With a history dating back to 1924, it holds the title of the oldest global home appliance exhibition. The event takes place in the massive 2,045,142 sq. ft. Messe Berlin Exhibition Hall, attracting the latest innovations in home appliances and consumer electronics.

Celebrating 100 Years of IFA Berlin

This year marks the 100th anniversary of IFA Berlin, a historic milestone for the exhibition. Originally established before World War II, the exhibition hall was constructed during the Nazi era, making it a site of significant historical interest. Notably, Albert Einstein delivered a speech at the event, further solidifying its legacy as a cultural and technological herita ge.

In 2024, 138 countries and about 1,800 companies participated, showcasing groundbreaking advancements and underscoring IFA’s global appeal.

Eidetic Marketing at IFA Berlin 2024:
Master Agency of Midea’s Booth Execution

At the 2024 IFA Berlin, Eidetic Marketing was proud to serve as the master agency for Midea, one of the world’s leading home appliance brands. Our team, comprising staff from across the globe, executed a stunning booth in Hall 5.1, covering an expansive 27,614 sq. ft.

The booth showcased 200 home appliance pieces, including air conditioners, washers and dryers, refrigerators, and more. We also built a two-story business center to create a professional meeting space. The meticulous organization allowed attendees to experience Midea’s innovations in a cohesive and impactful way.

Balancing Technology & Humanity

IFA Berlin is where technology meets humanity, and home appliance brands combine IT and AI innovation with a focus on user experience. Visitors were drawn to Midea’s latest advancements, which demonstrated how smart technology can enhance everyday life.

To strike the right balance, we ensured the booth was inviting, natural, and people-centered. By studying Midea’s hundreds of products, we designed a space where attendees could engage with technology while feeling a sense of warmth and comfort. The booth embodied “Technology with Humanity,” showcasing products in an intuitive and relatable way.

How to Prepare for Success at IFA Berlin 2025

To execute a successful booth at IFA Berlin, user experience is paramount. Organizing attendees’ journey through the booth requires thoughtful planning.

At Midea’s booth, we created zones for specific product categories—air conditioners, refrigerators, and induction cooktops—that flowed seamlessly together. The design featured carefully curated lighting set at 4000K to create a welcoming atmosphere and offer an approachable and intuitive experience. The goal was to allow visitors to envision themselves using the products in real-life scenarios.

Results from Midea at IFA 2024

Over 30,000 visitors explored the Midea booth during the five-day exhibition, with 8,300 attendees actively participating in product demonstrations. The booth left a lasting impression, as visitors experienced more than just new product launches—they felt at home in the space. This emotional connection emphasized the potential of exhibitions to create meaningful and memorable moments that extend beyond the showroom floor.

Choosing the Right Agency for IFA Berlin

IFA Berlin is not just an exhibition; it’s a global platform for innovation and human connection. At Midea’s booth, Eidetic Marketing demonstrated how creative booth design, thoughtful user experiences, and a perfect balance of technology and humanity can elevate brand perception and audience engagement. For brands seeking to make a lasting impact, IFA Berlin offers endless possibilities and partnering with an experienced agency like Eidetic can turn your vision into an unforgettable experience that resonates with every visitor.

IFA Midea Portfolio

The Best Global Experiential Marketing Agencies in America

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In recent years, the experiential marketing industry has seen substantial growth, especially as the world recovers from the impact of COVID-19. The pandemic brought significant challenges to global experiential marketing agencies, with the demand for offline events plummeting. However, as live experiences and exhibitions regain momentum, the market size for events is expanding rapidly, and agencies are once again thriving.

With this resurgence in mind, we’ve conducted a detailed analysis of five leading global experiential marketing agencies. Using our creative framework, we explore what sets each agency apart in this evolving market. Our goal is to provide insight into their unique approaches and what makes them successful in a post-COVID landscape.

How We Analyze

We conducted an in-depth analysis of five global experiential marketing agencies: GPJ, Jack Morton, Czarnowski, Sparks, and Eidetic Marketing. Each agency’s tone and style were assessed using the following methods:

1. Website Investigation – We reviewed their online presence, focusing on messaging.
2. Keyword Gathering – By collecting frequently mentioned words, themes, and specific language habits within each website, we identified distinctive traits that reveal the agency’s unique character.
3. Character Analysis – Here, we examined the brand personality conveyed through these distinctive traits, analyzing the overall impression each agency projects.
4. Jungian Archetype Identification – Finally, we assigned each agency a Jungian archetype to uncover deeper identity cues. Developed by psychologist Carl Jung, archetypes are roles or personalities that people recognize subconsciously. Similar to how we intuitively identify a “hero” or a “comic relief” character in movies or books, archetypes are universally recognizable roles that Jung categorized into 12 types. This step helped us capture the implicit roles and strengths each agency embodies.

GPJ(George P. Johnson)

• History

Founded in 1914, GPJ is one of the pioneers of experiential marketing, originating as a custom flag-making company before expanding into large-scale event marketing. Over the years, GPJ has grown to serve various global industries, including technology, automotive, and finance.

• Main Clients

IBM, Nissan, DP World, Honda

• Analysis

GPJ’s language emphasizes a deep understanding of complex issues, often using terms like “actionable,” which conveys a sense of authority and problem-solving capability. The central theme in much of their content is centered on learning, acquiring deep insights, and seeing beyond the immediate to grasp the bigger picture. This suggests they aim to position themselves as not only skilled executors but also as thought leaders with a level of wisdom that distinguishes them from competitors.

• Habit Words

“Learn” ∙ “Think” ∙ “Understand” ∙ “Deep” ∙ “Experience”

• Jungian Archetype Identification

Sage Archetype – GPJ embodies the Sage archetype, reflecting their reputation for expertise and thought leadership. Their language and positioning imply that they offer not only services but also valuable insights, suggesting that there is much to be learned from their approach.

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Czarnowski

• History 

Founded in 1947, Czarnowski is a well-established exhibit and event marketing agency. Initially rooted in creating impactful trade show exhibits, Czarnowski has expanded to deliver comprehensive experiential marketing services, combining strategy, creativity, and production. They are known for working with some of the world’s most forward-thinking brands, with a strong focus on engineering and precision in their designs​.

• Main Clients

Mercedes-Benz, LG, Toyota

• Analysis

Czarnowski’s communication style is marked by bold, concise statements that project confidence and authority. Their tone often shifts from suggestive to commanding, reinforcing their position as experts in the field. A preference for numbers and exact language demonstrates a commitment to precision, while terms like “excellence” convey an image of sophistication and high standards.

• Habit Words

“Excellence” ∙ “Best” ∙ “Family”

• Jungian Archetype Identification

Ruler Archetype – Czarnowski aligns with the Ruler archetype, suggesting a company that values precision, high standards, and control over its brand reputation. This archetype reflects their commitment to delivering reliable, high-quality service that upholds their longstanding reputation.

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Jack Morton

• History

Founded in 1939, Jack Morton is a global brand experience agency that has been a pioneer in experiential marketing for over 80 years. Headquartered in New York and part of the Interpublic Group, Jack Morton has continually evolved, focusing on creating immersive, impactful brand experiences. It was recently named Adweek’s 2023 Experiential Agency of the Year for its innovative approach to brand activations​.

• Main Clients

Meta, TikTok, Cadillac

• Analysis

Jack Morton’s communication style is high-energy, often emphasizing words like “extraordinary” and using action-driven language that conveys movement and impact. Their tone suggests motivation, discipline, and hard work, effectively mirroring the energy of clients in dynamic sectors such as sports and entertainment.

• Habit Words

“Inspire” ∙ “Impact” ∙ “Drive” ∙ “Deliver”

• Jungian Archetype Identification

Hero Archetype – Jack Morton embodies the Hero archetype, displaying a high-energy approach focused on inspiring and engaging audiences. Their brand persona suggests a company skilled at creating impactful experiences that captivate and energize crowds, making them ideal for clients seeking to make a powerful impression.

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Sparks

• History 

Sparks, founded in 1919 and headquartered in Philadelphia, has a long history in creating immersive brand experiences. Known for its expertise in exhibits and brand activations, Sparks recently joined Freeman in 2023, further strengthening its presence in corporate events and experiential marketing.

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• Main Clients 

Google, Netflix, Salesforce

• Analysis

Sparks’ communication style emphasizes emotional language and vivid descriptions, focusing heavily on creating meaningful connections and memorable experiences. Their tone often prioritizes people-centric language, highlighting the importance of bringing people together for shared experiences. This approach suggests a deeper understanding of human connection that goes beyond simple event execution.

• Habit Words

“Meaningful” ∙ “Beautiful” ∙ “Together”

• Jungian Archetype Identification

Lover Archetype Sparks embodies the Lover archetype, demonstrating high emotional intelligence and a commitment to fostering meaningful experiences. This archetype reflects a brand that values relationships and aims to connect with audiences on a deep, emotional level, making their events resonate personally.

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Eidetic Marketing

• History 

Established in 2011 in California, Eidetic Marketing has become a notable player in the experiential marketing industry. The agency focuses on creativity and innovation, crafting culturally resonant brand experiences. Recently, they showcased their expertise as the master agency for Midea at IFA Berlin, managing a major global exhibition.

• Main Clients 

EA Sports, Samsung, Webzen, Tencent

• Our Analysis

Eidetic Marketing’s messaging centers on enlightenment, showcasing creative solutions that reveal new possibilities and inspire audiences. Their content emphasizes the power of transformation, using language that both captivates and informs. This positions Eidetic as more than just a service provider—they are creators of experiences that encourage people to see beyond the ordinary. By focusing on “enlightening,” they engage clients and audiences alike, turning each project into a moment that leaves a lasting impact and builds strong loyalty.

• Habit Words

“Enlighten” ∙ “Illuminate” ∙ “Discovery”

• Jungian Archetype Identification

Magician Archetype 

Magician brands want to make dreams come to life and create something special and informative. They want to bring the future to the present. The goal of this type is to help people transform their world, improving one’s life and making things exciting.

When it comes to the way customers feel, they tend to be mesmerized by the possibilities and promise that the brand has to offer. The Magician offers a story for customers. This insinuates a fascination, creating a strong following and loyalty from customers that makes them consistently come back for more. They have a sense of urgency to be a part of the “magic”.

Moments that Matter: The Power of Experiential Marketing

As we delved into the tone, style, and unique characteristics of these five leading experiential marketing agencies, a few key insights emerged. Each agency leverages its distinct strengths to forge deep, lasting connections with audiences. These companies remind us that experiential marketing is about more than just an event; it’s about crafting moments that resonate, inspire, and empower.

As the world evolves, brand loyalty increasingly depends on authentic, memorable experiences. Keeping this in mind, these agencies are leading the way forward. They reveal what’s possible when creativity and strategic insight unite. By understanding these archetypes and brand personas, we hope to bring deeper insights into how meaningful connections are made and ultimately inspire our own journey in the experiential space.