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Use activation as a tool to identify the core of communication, say experts

09-September-2013
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Use activation as a tool to identify the core of communication, say experts

EEMAGINE 2013, the annual convention organised by the Event and Entertainment Management Association (EEMA), concluded in Jaipur on September 7. The three-day convention brought together industry experts to discuss, ponder and recognise the best work across the industry. This was the sixth year of EEMAGINE.

EEMAGINE 2013 was host to industry gurus such as Sam Cannon, Events - Senior Booker, Ministry of Sound, London; Sanjay Vazirani of Food Link; fashion designer Ashish Soni; and Min Chang, President, Asia Pacific, DAS (Diversified Agency Services), among others. The topics taken up for discussions included Industry & Innovations, the ever expanding landscape of social events, and Role of Activation in Brand Building, which saw interactive participation from the audience as well.

Whilst the panel discussion on ‘Advertising tells, but activation sells’ highlighted the importance of activation. The discussion showcased case studies of effective advertising and emphasised that activation will be at the core. The panel urged the industry to use activation as a tool to identify the core of the communication, and use it effectively. Among the case studies shared by the panellists was the Cannes Lions 2013 Grand Prix winner Dumb Ways To Die.

In addition to the sessions, Brian Tellis, President, EEMA shared his vision for the Association in the coming year. Meanwhile, Roshan Abbas, MD, Encompass Events moderated a session on Gen Next Discussions, which threw light on the changing dynamics of the events and entertainment industry and how the younger generation perceives this industry.

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