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Issue 2 2019

In this issue, we talk about how the agency landscape is changing, the effect of events on the environment and local communities, and how the festivalisation is sweeping the industry.

The ever-changing agency landscape means that agencies are constantly having to up their creative offerings while expanding across regions. According to Oscar Cerezales of MCI Group (p32), new business models are appearing where communities are being created without traditional backers like associations or corporates. Ultimately, this shifts the power back to the community and forces agencies to keep up.

On top of that, in an era of speciality content and personalisation, agencies are finding new ways to work together. Large agencies are partnering with smaller agencies to expand their suite of offerings, while boutique agencies (especially those in China) are shining in their own right – more so than ever. Through all of these changes, we ask corporate clients: What do they look for in agencies?

One change that the industry is being held accountable for is its effect on the environment, whether physical, social, or cultural. We’re proud to bring back our Sustainability Report where we go in-depth about developments around event emissions, event design, food and beverage, and the industry’s impact on local communities. It’s about time we stopped making excuses.

In our Creativity section, we delve into a megatrend sweeping the industry at the moment: festivalisation. It’s not simply about offering variety to attendees in a physical way – it’s about allowing them to curate their own journeys in their own time. We also hear from an event professional about how to apply the trend at your event.

In our Technology section, read all about leveraging tools in pre-event marketing including the basic but ever-relevant email marketing. It’s also the return of our Event Marketing Awards, bigger and better than ever. Flick to p12 to read about the main winners or check out the full list online. Till next time!

Surekha Ragavan, editor, Campaign Events Impact (CEI)

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