Leila Grace Smith

Leila Grace Smith

Leila Grace Smith

COURSE: Fashion Business & Promotion 2020


Final Independent Project

Essense: The Experiential Marketing Agency Capturing The Essence of Being Human.

Throughout my degree, it has become clear that I would like to pursue a career in Marketing and PR with the aspect of Events Management.

Alongside my studies, I have completed internships at several different Marketing and PR agencies across London and Birmingham. These focussed on sectors such as Hospitality, Fashion and Property. As well as this I have also had some experience in an in-house Marketing role at Nivea, Beiersdorf.

I am an extremely social character who thrives off meeting new people and making new connections. I am hoping to find a role that includes plenty of creativity and lots of opportunity for career progression.

For my Final Independent Project, I created Essense. Essense is a Birmingham based experiential marketing agency focusing on the importance of human touch, connections and conversations and the benefits they have on our health. The underlying aim of Essense is to improve mental health and wellbeing for those who attend the events. The agency is a B2B organisation. Brand's will reach out to Essense if they want to take a more personal and impactful approach in their Marketing and prove to their consumers that they care about their customer's wellbeing and happiness rather then just their spending habits. The message behind Essense will be more relevant than ever in a post-COVID 19 world where people are realising the importance of human contact.

The experiences created by Essense will focus on multi-sensory experiences allowing attendees to solely focus on the here and now and keep all distractions in the back of their minds. As well as this, they will be extremely immersive and require guests to get involved in activities and feel something.

This idea followed on from my Major Project at the beginning of Third year. This project studied the impact technology is having on our relationships, friendships and intimacy. Throughout this study, it became apparent how beneficial human touch and connections are on individuals mental health and wellbeing. Key research for both projects included: Reclaiming Conversation by Sherry Turkle, Olafur Elliasson's exhibition In Real Life and the 24/7 exhibition at Summerset House.