Ad Agencies and Experience Design

One of my pet peeves is when people think of experience design or interaction design and immediately think of the web. This is one important area but experience design needs to be defined through the expanded idea of experience and experiential. Multi-sensory. Immersive. Open-ended.

Here are some groups that have expanded the definition. (I find it interesting how heavily that they rely on text though...):
Denuo
Brand Experience Lab
Emerging Media Lab