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About the Author

Shirra Smilansky

Shirra Smilansky is CEO and Executive Creative Director of Electrify Worldwide Ltd, an international brand engagement agency working with clients such as L'Oreal Luxe, Carling, Selfridges, Harvey Nichols, Lancome and Yves Saint Laurent. She is also the Co-founder of an MA degree 'Experiential meets digital' and former Visiting Professor at London Metropolitan University. With over 15 years in the industry, Shirra is an impactful thought-leader, entrepreneur and innovator in experiential marketing, co-founding her first company BlazinStar Experiential back in 2003, with clients such as Nestlé, O2, Calvin Klein, MasterCard and Nectar Card.