Voted number seven in the 2016 edition of the Event 100 Club, Benham reveals her forecast for the next 12 months.
"The outlook is undoubtedly healthy. As a partner to creative agencies, brands and venues, my gauge is based on the unprecedented level of enquiries we have received for 2016 and beyond. The early enquiries indicate a positive year ahead, but also demonstrate a continued shift towards the importance of collaboration and engaging with your partners early.
Too frequently, communicating directly to a brand’s audience and creating memorable experiences at live events have been an afterthought. Early concept collaboration builds a true partnership and allows our teams to recruit our experience makers more effectively.
Look out for an increase in the importance placed on the relevance and authenticity of staffing and entertainment at events. Those that empower their teams to understand the bigger picture will flourish in 2016; the experience they create and deliver on-site plays a crucial role in building a bond with a brand.
I see measurement and social media amplification being further utilised and developed within live activity, along with the integration of tech.
Last year was great for our sector. The discussion panels and events we attended have reinforced that the value of ‘live’ is being recognised by leading UK brands, who across the board are singing the praises of engagement. This is great news for everyone."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.