Last night, marketing and event professionals from some of the world’s top brands gathered at London Grind, the London Bridge-based restaurant and cocktail bar, to discover the latest marketing, events experience and communications trends from MCI Experience, the new live experience brand of MCI Group.
Representatives from Amazon, HSBC, Visa, Virgin Atlantic, Shell, Facebook and Santander listened to Kim Myhre, Managing Director of MCI UK and MCI Experience, and learned how the marketing landscape is changing.
Indeed, the tables have now turned. It is the consumers that are now in control of what marketing experiences they will accept and engage with. They have moved from passive observers to active participants and their attention is at a premium. We may be able to get them to attend an experience, but for them to put down their device and actually participate in the experience means that agencies will need to make sure that the experience is relevant, personalised and delivering real value.