The word experience is described by the Swedish Nationalencyklopedin as something hard to describe or a non-analyzed feeling. All though the word is hard to describe it has been written about all since the 1970s when the futurist wrote how the human needs would go from material to meaningful experiences. Today the word experience is well used, especially in the marketing business where several communication agencies say that they are working with experience marketing. The purpose of this paper is to study what value communications agencies provides the word experience. The paper has been prepared with a hermeneutic and inductive approach and a qualitative approach theory. The empirical material was generated through two interviews with informants at two different agencies. The study shows that the word experience does not have a clear definition that is consistently in the branch of communication. It also shows that it is difficult to say what value the word has, whether you're talking financially or emotionally. As the definition and value is not the same for all agencies in the industry this study also discusses what difference a given definition could make.