Niall Brennan, account director with B&A offers some insights into how brands can and should show up at festivals. As part of B&A’s ongoing commitment to in-house research initiatives, we decided to dive headfirst into the world of festival-goers this Summer. To do this, we recruited a diverse range of festival-goers and got them to document their time at a festival they planned on attending using videos and pictures – and then to create a ‘festival scrapbook’ of their experience. This creative approach gave us as researchers at B&A a ‘fly on the wall’ angle into the festival experiences that attendees actually have. The highs, the lows, the memories, as well as understanding which brands managed to really connect with them and why. This hands-on approach to research, uncovered seven key insights for brands from the Summer 2023 festival season.


For more information or if you would like a presentation of the findings for your team please get in touch with Niall (