Event 100 Club's 2016 predictions: Michael Wyrley-Birch

Over the next two weeks, the Event 100 Club 2016's top ten will reveal how they see the industry shaping up in the months ahead. In the first instalment, Michael Wyrley-Birch, TRO's chief operating officer, shares his outlook for 2016.

Wyrley-Birch topped the Event 100 Club 2016 rankings
Wyrley-Birch topped the Event 100 Club 2016 rankings

Voted number one in the 2016 edition of the Event 100 Club, Wyrley-Birch reveals his forecast for the next 12 months.

"In the past few years we have seen dramatic changes in consumer trends and behaviours, and products/services born to address these ever-changing needs, such as Airbnb and Uber, driven primarily through digital advances and data proliferation.

Today’s consumers are flooded with more choice than ever before and with this choice comes a greater expectation for trust, relevancy, accessibility and personalisation.

Everyday people have become experts. Facebook, TripAdvisor, Amazon – all these channels provide a platform for people to voice an opinion, whatever their agenda. And in this world of choice comes cynicism, so brands need to be able to adapt quickly, demonstrate their authenticity and anticipate the needs and desires of customers if they are to stay ahead of the competition.

"In 2016, experiential marketing will provide the biggest opportunity for brands to connect with audiences on a deeper level, helping to build their trust and understanding of the brand in a personalised way. It will be about keeping it real and relevant."

View the Event 100 Club 2016 rankings in full and biographies from this year's top 20.

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