Creativity may be an intangible, unquantifiable concept – but it’s everywhere around us in the events world. It’s not just limited to the way an event looks, but rather expands to lots of aspects including content delivery, registration, and venue – all of which come together to achieve a common goal of making events better.
In this issue, we dive into the many ways planners and corporates are using creativity to fuel their events, including breaking conventional rules of storytelling, using venues beyond their physical spaces, considering data and tech as enablers of creativity, and the “localisation” of creative concepts in China.
In a World Cup special, learn about the creative ways brands are leveraging sporting events beyond sponsorship. We also touch on China’s increasing presence in this year’s World Cup and what it means for the rest of the region.
In our annual Convention & Exhibition Report, we cover the news and updates from centres in the region including Hong Kong Convention and Exhibition Centre and Kyoto International Conference Centre. New tech, new programmes, new teams – we have the scoop.
Moving on to our Big Interview segment, we sit down with Paul Lu, events director at Intel China, to learn about how the tech giant uses events as a means to fulfil “brand promise” and how he deals with increasing cost pressures.
Incidentally, Lu was a judge at CEI’s very own Event Marketing Awards, which we cover extensively in this issue. Read all about the winning campaigns and peek at photos of our invite-only ceremony night at Eaton Club in Hong Kong.
As usual, we’d urge you to check out our exclusive industry announcements, case studies, and photo galleries on campaignasia. com/cei and subscribe to our thrice-weekly newsletter. Till next time, creative juice boxes for everyone!
Surekha Ragavan, editor, Campaign Events Impact (CEI)