Speaking at Summer Eventia in Glasgow this morning, Holmes argued the need for live events would continue, despite a boom in virtual communication.
"In a world where the virtual becomes more real, the live event becomes ever more vital," he said.
Holmes argued the principle of connecting people remained, with virtual and live strong partners in the marketing mix.
"I believe that digital can enhance live, which is why we embed it so much into experiences," added
Holmes. "There is always an ROI question and events are quite budget consuming. But digital technology is great at extending the experience before and after the event."
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