The industry event at London's Tobacco Dock on Thursday 5 June 2014 welcomed around 250 delegates, who enjoyed a day of inspirational speaker sessions, interactive workshops and bespoke one-to-one meetings.
Representatives from ITV, L'Oreal and IBM formed the panel for the debate, chaired by George P Johnson's Kevin Jackson. The session highlighted the importance of face-to-face, live experiences, and how they increasingly need to be integrated with other activity, rather than being run as stand-alone events.
In the Brand Perspectives session, three brands shared their own experiences with live events and how they have used them to communicate key brand messages.
shared the brand's Don't Cook Just Eat concept, in which the company's Mr Mozzarella character stood as a candidate in the 2012 Corby Parliamentary by-election. He added Just Eat focuses more on communicating its internal personality than on what customers want when organising events.
, focused on some of the ways her small team of two have coped with organising large-scale events. She also highlighted her work on the Volvo 'hijack' events with TV and radio presenter Danny Wallace.
Other highlights of Event 360 included live voting in the opening morning session, in which event professionals said was the biggest area that will enable their mission to be best empowered.
, head of brand strategy and creative at Twitter UK, closed the day's proceedings with a keynote speech on millennials and how technology and trends will shape events of the future.
He said terms to describe the millennials are "too broad" and that if we are to start engaging with this generation "we need to dig a little deeper".
Take a look at the event in pictures in and of our galleries.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.