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The organisation's board voted to cease trading with immediate effect after it failed to generate enough membership renewals to secure its survival.

Launched in January 2005, the LBEA was formed after several agencies grew frustrated at the level of representation offered by the Field Marketing Council, the body within the Direct Marketing Association that covers field marketing and experiential.

The DMA recently set up the Brand Experience Strategy Group as a specialist experiential body in opposition to the LBEA.