Top Story


Home >> Marketing >> Article

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

Font Size   16
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.

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO