Interview with Colja M Dams, Vok Dams, Germany
Q: VOK DAMS GRUPPE has been one of the international market leaders in Live-Marketing and Events for over four decades. What are the new standards in this field that your company has developed?
Currently, all industries are experiencing a radical upheaval.
Digital transformation, disruption, economy 4.0, the Internet of Things and Big Data force agencies and clients alike to extend their business models.
Accordingly, established large companies invest into own start-ups to develop these new business models.
The new requirements do, of course, also apply to corporate communication, where the special effectiveness of combining the live-experience with digital communication has prevailed.
With hybrid events and live campaigns VOK DAMS has for the past years been offering solutions, which allow their clients a successful and target-group adequate communication.
But how does one react to these changed demands on the work level? How does one best implement Live Campaigns?
As the first agency, VOK DAMS introduced agile event management.
The agile principles, techniques and methods, as well as the cooperation in agile teams are consequently adapted by VOK DAMS to modern, innovative marketing.
Agile event management is based on a clear project structuring in conjunction with a self-reliant team organization and the highest degree of flexibility, which is integrated into the process already at the beginning of a project.
At VOK DAMS we are convinced Agile event management is clearly the project management of the future. And that the events industry especially with its flexibility and its work structures is well suited to implementing and utilizing the full potential of agile management.
Q: If you look back at the events your company organized, which event is the one you are most proud of and why?
This year an absolutely outstanding and spectacular Event was BMW THE NEXT 100 YEARS: a multi-sensory, multimedia spectacle that shows what kind of emotions live marketing is able to generate.
Under the guiding theme “The Next 100 Years” BMW Group celebrated 100 years of entering into the commercial register with more than 2,000 international guests from business and politics, research, society and the media along with selected dealers, suppliers and associates in Munich’s Olympic hall on the 7th of March 2016. A spectacular kick-off, for which the event specialists of communications agency VOK DAMS were responsible as lead agency. Lead by narrator Rufus Beck the audience was involved and became part of a holistic, emotional production with projections, music, song, poetry, interactive and kinetic performances. A show in which cars and motorbikes “danced” on stage. In which artistic sculptures were integrated, which celebrated not just the past 100 years but immersed the audience in BMW’s vision of the future. And which, last but not least, was awarded a Guinness Book of World Records entry. A centenary project, in the truest sense of the word. Here, all stops had to be pulled out – and all were pulled out. A result to be proud of. And we are proud that we were able to participate in this event.
Q: How would you describe a top event production in three words?
Target-group-oriented – content-driven – wow-experience
Q: Nowadays participants at events feel like they have seen and experienced it all. What advice would you give to event organizers trying to keep the excitement going throughout an event?
If you develop a creative concept, you have to find something that surprises the guests.
This does not always have to be something completely new. It is often enough to look at something familiar from a different perspective. And you have to make them become part of the process, to actively involve them. Such as is possible with co-creation elements, for example. Also, you have to play with their desire to “google things” and to post them online – these features should become part of the event schedule, in so far as you make sure that the very picture you want to have shared is shared. Because it surprised. Because it wowed. Because it involved them. So, if, for example, you are scared about the lack of attention-span and the magnetic pull of the smartphone – play with that. Let them use their phones – in the way you want, and make this part of the process. And never forget: people still love a good story. They still love to be surprised. And love to be wowed.
Q: What can be that perfect element of surprise?
The perfect surprise moment is part of the creative concept. The brand has to become a lovebrand. It is all about measures that create engagement, appeal, empathy. And, above all, it has to be authentic and fully value the participant or visitor. On eyelevel. And as an active teammate. This is the success potential. Appreciation also means offering experiences that money can’t buy.
Q: You have recently visited Ljubljana. What is your impression of the city and its potential for holding great event?
One of the leading German business magazines – Der Spiegel – once wrote: Ljubljana is Slovenia’s timid lover.
Those who want to get to know Slovenia must visit this city.
The small metropolis Ljubljana is green, full of life – and in a most sympathetic way unaffected.
I’m quite sure that many clients look for these characteristics for doing a very different event.
This town is perfect for concepts combining past and future at one destination. And I was amazed at how friendly, welcoming the people at Ljubljana were – all treating me as if they were all the perfect hosts. I truly believe that Ljubljana has a big potential for holding great events.
Agile event management is clearly the project management of the future.
About Colja M. Dams
Colja M. Dams is president / CEO of the VOK DAMS GRUPPE since 1998. Since the foundation in 1971, the agency has been one of the international market leaders in Live-Marketing and Events. Graduated as an economist at the University Witten/Herdecke in Germany, he early recognized the importance of internationalization in the special events business.
Thanks to his efforts the Wuppertal, Germany headquartered agency has established fife additional German offices in Frankfurt, Hamburg, Stuttgart, Berlin and Munich as well as successful subsidiaries in Middle East (Dubai), China (Shanghai Et Beijing), France (Bordeaux), England (London), Eastern Europe (Prague), South America (Sao Paulo) and the U.S.A. (New York). Furthermore he establishes new standards in fields of Events and Live-Marketing, which are developed by VOK DAMS Consulting constantly.
