The events included a briefing in Fortnum and Mason’s Diamond Jubilee Saloon on Wednesday (30 October), and a second in Searcys at the Gherkin yesterday (31 October).
In total 50 delegates attended, including representatives from FTSE 100 companies, which consist of 81% of the entire market capitalisation of the London Stock Exchange. The sessions involved a number of talks offering insights into the latest social media and digital trends, as well as experience marketing.
Kevin Jackson, vice president of sales and marketing for GPJ EMEA, talked about the event industry landscape and as well as the positioning of experience marketing and how it is becoming the first choice for some brands in terms of marketing spend.
Rebecca Ewing, senior marketing strategist for Cisco Systems, highlighted what makes an event's social media strategy so successful and took a wider look at how brands are engaging with their customers online.
Other talks included Andy Bass, vice president of creative at GPJ, who took a look at visual mapping, augmented reality and face recognition and explored how they are used to create meaningful interactions with audiences.
Gareth Dimelow, executive director of engagement planning, GPJ, looked at the agency/client relationship and offered advice on how the pitching process can be optimised.
Fortnum and Mason provided the catering for the first event with a menu consisting of continental platters of fruit and pastries, as well as posh finger bacon and sausage sandwiches. Searcys at the Gherkin also served continental platters alongside a breakfast club sandwich with Irish back bacon, chicken, tomato and egg.
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