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Events & experiential’s ‘time for change’

27-July-2012
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Events & experiential’s ‘time for change’

Established in 2008, the Event and Entertainment Management Association (EEMA) has been serving as the unified voice of the industry to the Government, statutory bodies, taxation authorities and private licensing bodies.

The Association is back with the fifth edition of its annual convention EEMAGINE, which will be held in Delhi over three days on July 28-30, 2012. The theme for this year is ‘Time for Change’ and signifies a vision to take the industry to the next level of success and prosperity.

The main aim of EEMAGINE is to highlight the achievements and milestones of the events and experiential marketing industry over the year and discuss the future of the fast growing industry.

Commenting on the theme for this year, Brian Tellis, President, EEMA India, told exchange4media, that ‘Time for Change’ signifies a move from a sense of routine and rhythm to a time for introspection. “We need to stop and look at where we are headed. Also, that the industry is open to improvement and change.”

EEMAGINE 2012 will see several firsts in its history. For the first time, there will be a live webcast of the entire event in partnership with 24 Frames.

Also, for the first time EEMAGINE 2012 will see the launch of a White Paper on the events and activation industry. The White Paper has been prepared by Ernst & Young. Speaking on the White Paper, Tellis said, “The events and activation industry is not an industry yet, but still remains part of the media and entertainment pie. Though the sector is evolving and growing at a fast pace, there is no comprehensive report on this sector – how big is it, what are the spends involved, the key growth drivers and so on.”

The White Paper will throw light on the nuances of the events and activation industry, the growth potential, the unorganized and organized areas, systems and processes, challenges as well as taxation issues, Tellis added.

This apart, for the first time the ID cards for EEMA members would have integrated RFID chips, which will be given during registration. Post registration, members can validate their ID cards onto their respective Facebook IDs.

Ten Facebook ‘Like’ boxes will be placed at strategic locations in the convention area with customised messages like “I am loving the sessions at #eemagine 2012”. Each time a member taps his/her ID card at box, an automatic update will be posted onto the member’s Facebook wall.

Meanwhile, EEMA will also show its green side with its CSR initiative called Small Steps Towards Sustainability. This is a report a report on practical day-to-day solutions towards environmental sustainability in the Indian events and experiential marketing industry. The report will be compiled through feedback from diverse stakeholder groups of this industry, vetted by EEMA for practicality and validated by CSR India.

Small Steps Towards Sustainability will be an ongoing project and will manifest in the form of an annual ‘proposal’ every year at EEMAGINE. While the initiative will evolve to take various forms, the immediate objective would be to arrive at a proposal document through industry engagement with a culmination at EEMAGINE 2012. Year one will set the basic framework within which the annual engagement will evolve.

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