The first National Convention of the Association was held in Goa last August and was attended by over 100 members of the fraternity. Since then, it’s been a rollercoaster ride to consolidate the Association into a meaningful whole that actually began to address issues that concerned the future of the industry, be it irritants like music licenses or the various permissions required to do events or the more serious matters of taxation.
It’s now time for EEMA’s Second National Convention being held in Agra. The theme of the Convention is aptly ‘EEMAGINE 2009’. The Convention that will be held from July 9 to 12 at the Jaypee Resort and Convention Centre in Agra, will have a more broad-based appeal this year as distinct from the first one which was open only to Owners and Directors. The second edition will have employees of member agencies as well.
A welcome move particularly since the agenda plans to focus on the future of the industry and on what is being perceived as a critical need to ensure that future – the creation of a measurement tool that will measure ROI on events and experiential marketing initiatives by brands.
The Association sees the Convention not just as a discussion forum but a technology platform as well and has therefore integrated an Event Technology Expo as a part of the Convention. Over 50 distributors and vendors of the latest event technologies and a host of artist management companies plan to put their wares on display.
Talking to exchange4media, Michael Menezes, President , EEMA, said “The aim of this convention is to understand experiential marketing to the maximum and acknowledging outstanding work in terms of value and return on investment.”
Explaining the reasons for holding the event in Agra, he said, “Goa is relatively difficult to reach. Agra has easy access and is close to metros. Also, in terms of facilities, space and prices Agra is the best bet.”
On the fear of the awards being rigged, he informed, “We have no jury member who is from the event industry. Judging will be very transparent. We have a separate panel that will shortlist the entries to 10 per category. I don’t think we should have such fears. Since it’s our first year we will get to learn a lot.”
Brian Tellis, Executive Vice President, EEMA & Chairman, Fountainhead said, “My first expectation for EEMA is fulfilled. We were expecting fair amount of participation from event companies and we have managed to receive overwhelming number of entries.” On the convention, he quipped, “The reason to have these awards is to acknowledge great work of our industry, to make work aspirational and set benchmarks within the industry. The awards are a celebration of the work we do. Our vision is to bring the fraternity together.”
“We expect great amount of participation and involvement from the employees. These awards are rewards for their creative inputs. Being the first industry awards, there are great hopes and reasons to rejoice. This is the employees’ moment of glory. These awards are important as we wish to retain employees in our industry by rewarding them for the excellent work they do,” said Harjinder Singh, Treasurer, EMMA & Managing Director, Showworks.
Karan Chetri, Director, ESP, also one of the core committee members of EEMA said, “The fact that EEMA was formed last year, this year is going to be bigger and better. EEMAX awards will definitely be challenging. We have our entries in seven categories and are looking forward to the ceremony. It is a great platform to showcase the work of our employees. Also with the seminars and conferences we have a lot to take back from there in terms of learnings and understanding of the industry.”
Performances by Rodney Fernandes and the Shiamak Davar dance troupe and a range of
sound and light technology shows at the convention will be source of attraction at the event..
The eminent panel comprises Hemant Bakshi, Hindustan Unilever; Hemant Sachdev, Microsoft; MG Parmeswaran, DraftFCB Ulka; Mahesh Madhavan, Bacardi; Prasoon Joshi, McCann Erickson; Santosh Desai, Future Brands; Shripad Nadkarni, MarketGate Consulting and Sunil Lulla, Real Global Broadcasting.
EEMAX will honour outstanding work in 21 categories including categories for large-format events like the Best Signature Event, the Best Live Televised Event, the Best Sporting Event and the Best Outdoor and Public Event, plus a host of awards for Product Launch events in various disciplines and several awards for Below-the-line events like school contact programs, activation, road shows and sampling activity.
There are awards for the Best Wedding, the Best Conference, the Best Exhibition Design, the Best Online Activation and two interesting categories like the Best 360 degree initiative and the Most Effective Return on Investment on a Small Budget.