First Protocol’s new senior vice president of client relations, Kate Sheridan-Hayes, said increased competition and a need to get your product at the forefront of people’s minds is key. "It’s about being seen, so consumer events and press events in particular have increased," she adds.
The Olympics played no small part too, with George P Johnson’s work on the innovative Cisco House at the Olympic Park showing the sector's need to demonstrate its innovation experientially. BT’s Olympic Hyde Park activity with Smyle also made bold statements.
Concerto Group’s marketing director Peter Kerwood, meanwhile, says such business is booming as the industries increasingly realise how technology can be fully realized at events thanks to leaps forward in multimedia.
EE's head of internal brand and communications Lynne Arrowsmith, agrees, adding that events are a great medium to convey to customers a "feeling of being playful and purposeful".
Look out for C&IT's annual Brand Book this month. More to follow online.