Event 100 Club's predictions: Deborah Armstrong

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 third instalment, Deborah Armstrong, founder and creative director of Strong & Co, shares her outlook for 2016.

Armstrong says authentic communications will resonate in these data overloaded times
Armstrong says authentic communications will resonate in these data overloaded times

Voted number three in the 2016 edition of the Event 100 Club, Deborah Armstrong reveals her forecast for the next 12 months.

"I predict that experiential will become bolder and more immersive as great UK shows such as You Me Bum Bum Train gain popularity and brands further recognise both the audience impact and reach that such events have, and then allocate budgets accordingly.

Even the Rolling Stones are going immersive now, as demonstrated by their new £4m Exhibitionism show. We’ve been doing a lot of experiential talks and consultancy and I don’t see demand for that decreasing, because more and more agencies need to do it but don’t quite know how to design and deliver with gusto.

I think the festival market, far from being saturated, will continue to go from strength to strength, but with more diversity of content, such as Be:Fit London and smaller-scale events.

Summerland launches this year, which will be a total game-changer, combining the best of immersive theatre, festivals and film-set techniques.

Even ways of financing are changing and I expect to see more people turning to alternative sources of funding for commercial cultural events, as both Crystal Maze with crowdfunding and Summerland with equity crowdfunding have done.

As for messaging, only authentic communications will resonate in these data-overloaded times, so keep it real folks."

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

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