Creativity can be more important than budget
The one-day event kicked off with Big Questions Live, a Q&A style session where representatives from agencies and brands including BMW, Benefit Cosmetics, Barclays, Steely Fox and Lightblue Worldwide noted that – often the most creative events are those with the smallest budgets.
They offered advice on how to overcome budget-related challenges when organising events by using existing relationships and key influencers, thinking creatively and collaborating.
Relationships are important
During the Big Questions Live session panellists also touched on the idea that a successful event .
Panellists discussed their frustrations with venues and agencies, and highlighted the idea that event success can be achieved when the three parties work together to achieve a common goal.
Your event should tell a story
Over at the Power Brands theatre, which was powered by agency George P Johnson, Vikki Bradney-Spencer, brand and communications leader UKI at IBM, .
She advised people listen to their audience, build an integrated experience pre- and post-event and use technology to engage, to share and to capture.
Insight and opinion are equally important at events
, where panellists from Sony, Jack Daniel’s and Hewlett-Packard (HP) discussed a recent experiential activity in five minutes using five slides, they took part in a Q&A faciliated by Jack Morton's Mark Spragg.
One of the key takeaways was . Melissa Noakes, head of brand experience at Sony, noted it is about conversation and statistics, and there is interplay between the two.
Jane Culcheth Beard, manager – WW programs and central EMEA events, global marketing at HP, explained anecdotes become evidence when two or three people say the same thing.
Events need to embrace technology
Solomon Rogers, founder of Rewind addressed , highlighting the need for the industry to adopt new technologies.
He explained technologies including virtual reality (VR), mixed virtual reality, iBeacons, hologram projection and more will help event organises to deliver high quality events, as well as enhance attendees’ experiences.
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