This year’s Brand Book reflects the plethora of Olympics-related work undertaken by planners and features a number of Games-focused case studies and interviews, for instance, P&G’s ‘proud sponsor of mums’ activity.
Last year, many organisers wqere excited about the prospect of the Games, yet somewhat apprehensive about the ensuing hangover. But speaking to event professionals has thrown up an unanticipated level of confidence about 2013 and ahead.
Citroën national events manager Neville Staines says that 2012 was buoyant and 2013 is expected to be stronger.
But his loquaciousness is not universal. The pharmaceutical sector has become increasingly reticent in talking about its events, due in part to regulatory issues. C&IT has therefore broadened the sector title in this year’s Brand Book to include health and beauty, with Boots making a Brand Experience appearance.
The latter is a prime example of C&IT’s expanded coverage of events, with Brand Experience, which debuted in January 2012, making a number of appearances.
Clearly though, the challenges faced by organisers, agency- and corporate-side, have changed little since last year’s Brand Book. Budgetary pressures, shortening lead-times and perception continue to be among the concerns from corporates and agencies.