Corporates becoming 'more prescriptive', say agencies

A panel of agency experts, including Chris Parnham of Absolute Corporate Events, has outlined its business predictions for 2014 as corporates become more prescriptive.

Absolute Corporate Events' Chris Parnham
Absolute Corporate Events' Chris Parnham
Speaking on the final day of The Meetings Show UK (11 July), Parnham, managing director of Absolute Corporate Events, said: "In 2014, there will be growth, but it will be different growth. We are no longer able to learn from lessons of the past. The future is different."

Douglas O'Neill, managing director of Inntel, said: "Corporates are becoming more prescriptive. In 2014, I do not think they will be spending more, but there will be opportunities for the industry to capitalise on."

Jeremy Garbett, founding director of Deeper Blue, is ‘cautiously optimistic’ about the future and believes face-to-face communications will be key for corporates. He said: "I think the UK economy will pick up. We will see brands spending wisely, perhaps the same amounts of money, but they will be clever and smarter about the power of face-to-face communications. I also think there is a real opportunity for distance-learning before and after an event."

The Meetings Show UK is taking place at Olympia in London this week and will close today.


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