digital, agencies, life, and other stuff

2nd Annual Asia-Pacific Experiential Marketing Summit

Posted by Lee on September 27, 2008

I was flattered to be asked to be a plenary speaker at this years’ event in Sydney, particularly as I’d been a panel speaker at last years’ Summit!
The aim of the summit  was to ‘provide marketers with the ideas, insights and strategies to create authentic, value-added brand experiences that turn customers into brand evangelists’.
With 35 speakers focusing on live events, sponsorship and retail activation, branded content, word-of-mouth and digital – this was an action packed 2-day session.
There was a healthy mix of agency and client side delegates and speakers, although there were few representatives from more traditional advertising agencies.
The sessions were very good, with an excellent mix of actual case studies and the latest thinking in Experiential. I was pleased to see how the argument about ‘what is Experiential Marketing?’ has become largely irrelevant, as most people have moved on from arguing about the tactics, to recognizing that the strategic imperative is simply to provide the market with excellent brand experiences, whatever the time, place and space.

It was great to meet up with other like-minded individuals, and I particularly enjoyed the face-to-face catch up with David Polinchock of Brand Experience Lab in New York. David had brought his daughter, Sydney along for their first trip down-under, and it seems that Sydney had a ball in Sydney!
David and I had never been together in the same room, or even the same country before, although we had worked together a few years ago when a group of us collaborated online to write the Manifesto for the IXMA with a group of international XM practitioners including Erik Hauser from Swivel Media in San Francisco  and Max Lenderman of  GMR Marketing LLC, Chicago  .
Strangely, I met Max face-to-face for the first time at last years’ summit in Sydney, and that has led to us working together on a presentation series for HST (Henry Stuart Talks) – he is the series editor.
Anyway, my thanks to Mark, Rosa and the rest of the crew that put together the 2nd Annual Asia-Pacific Experiential Marketing Summit


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