Innocent pulls Village Fete but ready to stick with experiential

The Innocent Village Fete is set to be replaced by experiential and above-the-line campaigns, having been canned this year.

Innocent Village Fete
Innocent Village Fete

Event's sister title Marketing broke the story that the fete had been cancelled this week, but Sledge commercial director Ian Irving, whose firm ran the festival, said the decision to cancel was not financially motivated.

"Fruitstock initially and then the Village Fete were a success, now we're working with Innocent on developing something to go alongside its new above-the-line strategy," said Irving.

As recently as March the Fete was still going ahead, although industry rumour suggested changes were afoot. Innocent restructured much of the business in 2008, resulting in a cutback on the number of people working in events.

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