Momentum’s win underscores the growing importance of live‑experience marketing for brands seeking deeper consumer connections in an increasingly digital world.
Momentum Worldwide, the global experience agency headquartered in New York, was announced as the winner of Ad Age’s A‑List & Creativity Awards Experiential Agency of the Year for 2026. The accolade, revealed on March 11, 2026, marks the first time the firm has secured this particular honor.
The industry‑focused publication highlighted Momentum’s 2025 performance as a key factor in the decision. According to Ad Age, the agency managed to keep every existing client on its roster while also winning 70 percent of the new‑business pitches it entered. Those numbers, rare in a sector where client churn and competitive bidding are the norm, helped cement Momentum’s reputation as a reliable partner for brands that rely on immersive, real‑world activations.
Among the new accounts added during the past year were major names such as GEICO, Arby’s and Hyatt. The addition of an insurance giant, a fast‑food chain and a global hospitality brand illustrates the breadth of industries that are turning to experiential marketing to cut through the noise of digital advertising.
“We are honored to be recognized as Ad Age’s Experiential Agency of the Year,” said Donnalyn Smith, Global CEO of Momentum Worldwide, in a statement released alongside the award announcement. “As the preeminent experiential agency connecting consumers to brands through real, live experiences, this recognition reflects the trust our clients place in us and the passion our people put into making brands matter.”
Smith’s remarks echo a sentiment shared across the agency’s leadership: that live, tactile brand moments are increasingly seen as essential to building lasting consumer relationships. In an environment where digital fatigue is mounting, companies are looking for ways to engage audiences offline, and agencies that can deliver seamless, data‑driven experiences are in high demand.
Why the award matters in today’s adtech landscape
The Experiential Agency of the Year award is more than a trophy for the creative department; it signals a shift in how marketers allocate budgets. According to recent industry surveys, spend on experiential marketing has risen steadily over the last five years, outpacing growth in traditional TV and even some digital channels. Brands are allocating larger portions of their media mix to events, pop‑ups, brand‑owned venues and sponsorship activations that can be measured through foot traffic, dwell time and post‑experience sentiment analysis.
Momentum’s ability to retain all of its clients while winning the majority of new pitches suggests a level of operational efficiency and creative output that resonates with brands looking for measurable ROI. The agency’s portfolio, which now includes insurance, quick‑service dining and hospitality, reflects a diversification strategy that reduces reliance on any single vertical—a prudent move given the volatility in consumer spending patterns.
A look at Momentum’s recent client wins
- GEICO: The insurance carrier, known for its iconic advertising, has been expanding its experiential footprint with on‑the‑ground events that blend humor with education about coverage options. Momentum’s role appears to involve designing interactive installations that translate complex insurance concepts into memorable experiences.
- Arby’s: The fast‑food chain has been experimenting with pop‑up concepts that showcase limited‑time menu items and leverage social media amplification. Momentum’s expertise in marrying physical spaces with digital amplification likely contributed to the partnership.
- Hyatt: The hotel group has been emphasizing localized experiences for its guests, ranging from curated city tours to wellness‑focused activations. Momentum’s global reach and ability to scale experiential concepts across multiple markets make it a natural fit for Hyatt’s ambitions.
These additions are not merely new revenue streams; they serve as proof points that experiential agencies can attract and retain marquee brands seeking to differentiate themselves through immersive storytelling.
The competitive context: Who else is vying for the title?
Ad Age’s A‑List & Creativity Awards evaluate dozens of agencies across categories such as digital, social, and integrated marketing. In the experiential space, firms like George P. Johnson, Jack Morton and Cramer have historically dominated the awards circuit. Momentum’s breakthrough indicates a possible realignment of the competitive hierarchy, where agencies that combine technology, data analytics, and creative design are gaining an edge over those that rely solely on production capabilities.
Industry observers note that the rise of hybrid experiences—events that blend physical presence with virtual layers—has forced agencies to evolve. Momentum’s reported integration of strategy, technology and design suggests it has embraced this evolution, positioning itself to meet the demands of brands that want both in‑person impact and digital scalability.
How Momentum’s approach differs from traditional agencies
While many agencies still treat experiential work as an ancillary service, Momentum appears to embed it at the core of its offering. The firm’s claimed blend of creative, technology, strategy and design indicates a holistic methodology: data informs the creative concept, technology enables real‑time interaction, and design ensures the experience translates across touchpoints. This end‑to‑end model can reduce hand‑offs, streamline production timelines, and improve measurement accuracy—all factors that likely contributed to the high client retention rate reported for 2025.
Moreover, Momentum’s emphasis on sustainability, as referenced in its broader corporate communications, aligns with a growing expectation that brand experiences be environmentally responsible. While the award citation did not focus on sustainability, the agency’s ability to meet evolving client expectations around ESG (environmental, social, and governance) criteria may have bolstered its standing with both clients and award judges.
Implications for advertisers and brands
For marketers, Momentum’s recognition serves as a benchmark for what a successful experiential partnership looks like. The agency’s track record of keeping every client while capturing the majority of new business opportunities suggests a formula that balances creative ambition with operational reliability. Brands considering a shift toward live experiences can look to Momentum’s client roster as evidence that large, established companies are confident enough to invest heavily in this arena.
The award also underscores the importance of measurement. As experiential activations become more data‑driven, agencies that can provide clear metrics—such as footfall analytics, social sentiment scores, and post‑event purchase lift—will be better positioned to justify spend. Momentum’s success hints that it has refined its analytics capabilities, a trend likely to ripple across the industry as more advertisers demand transparent ROI.
What’s next for Momentum Worldwide?
While the press release stops short of outlining future initiatives, the combination of a new high‑profile client roster and an industry accolade suggests Momentum will continue expanding its global footprint. The agency’s website, www.momentumww.com, offers a portal for prospective clients to explore case studies and contact information. For journalists seeking further comment, press inquiries can be directed to anna.dalziel@momentumww.com.
Analysts will be watching how Momentum leverages this momentum (pun intended) to secure additional contracts in sectors such as technology, automotive and consumer electronics—areas where immersive experiences can be particularly impactful. The firm’s capacity to integrate emerging technologies like AR/VR, AI‑driven personalization and real‑time data dashboards into physical events could become a differentiator in the next wave of experiential marketing.
Bottom line
Momentum Worldwide’s designation as Ad Age’s Experiential Agency of the Year for 2026 reflects a broader industry shift toward live, data‑enabled brand experiences. By retaining every client from the previous year and winning 70 percent of new pitches, the agency has demonstrated both creative stamina and operational excellence. New partnerships with GEICO, Arby’s and Hyatt illustrate the growing demand for immersive activations across diverse sectors. As brands continue to search for ways to break through digital clutter, agencies that can fuse strategy, technology and design—while delivering measurable results—are likely to dominate the adtech landscape.
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