Holmes suggested that consumers are looking for a lot more trust from brands and clients during the recession, and that live events are the best way to create the level of trust required.
He said: "Live events in the automotive industry have held their value. In fact, many firms have taken money from budgets for traditional forms of advertising and marketing, and used them for live events instead."
This year's Summer Eventia is taking place at the Scottish Exhibition and Conference Centre (SECC) in Glasgow from 4 - 6 July 2010.
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