Brand Book 2014: ROI top focus for food and drink brands

ROI and differentiation in a competitive market are the key challenges for corporates and agencies working in the Food & Drink sector.

ROI top focus for food and drink events sector
ROI top focus for food and drink events sector

C&IT's annual Brand Book, published this month and featuring 100 brands and their event strategies, reveals that event budgets are being stretched as agencies have to work with brands to demonstrate value for money while delivering brand-led event experiences that support differentiation

Pernod Ricard UK's, head of experiential marketing, Kenny Hyslop, who is also responsible for corporate events, said: "I see the biggest challenge in staging events as ensuring a point of difference, creating an event or experience that is totally unique and will gain attention and demand."

However, this year's summer of sport - with major events such as the Fifa World Cup 2014, the Tour de France and the Commonwealth Games taking place alongside established events such as Wimbledon - has had a positive impact on the sector, according to Matthew Curran, director at Chew Events, which works with brands including Twinings.

Read the full overview on the Food & Drink market from C&IT Brand Book.

Are you interested in attending C&IT's Brand Book Live event on Monday 24th November at the new Mondrian London at Sea Containers House. The event will offer an evening of networking and an opportunity to share event marketing strategies, trends and experiences across each of the six key industry sectors over a drinks reception and dinner.

Corporate and agency event planners interested in attending the roundtables at Brand Book Live should call Celia Miranda on 0208 267 4919 or email celia.miranda@haymarket.com and specify which sector roundtable is most relevant.

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