Hosted by Event’s editorial team and the Bulgari Hotel in London’s Knightsbridge, and sponsored by Kru Live, the guests were welcomed with a champagne reception in the Spirit Room, before heading to one of the venue’s private dining rooms for a four-course lunch.
Issues such as the changing agency landscape, growth in globally integrated campaigns, opportunities and challenges, and whether experiential has become mainstream were discussed over the meal.
One of the biggest challenges raised was the cost of pitching, which agencies said clients often do not understand. The unknown effects of the potential Brexit were also discussed, as was the fact that there is not enough focus from clients on ‘why’ they are carrying out experiential campaigns, and specifically what they want to get out of them, making it more difficult to measure their impact and value.
Guests included senior representatives from Jack Morton, George P Johnson, Sledge, Ps LIVE and PrettyGreen.
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