Marcomms agencies cannot deliver events

Corporate event planners from Permira, Amadeus and Office Depot shared their views on working with agencies in the industry at C&IT's Agency Forum 2014 at Wembley Stadium today (7 August).

C&IT Agency Forum: Marcomms agencies cannot deliver events
C&IT Agency Forum: Marcomms agencies cannot deliver events

During a panel session at C&IT's Agency Forum, three corporate event planners discussed the relationship between agencies and themselves.

Amanda Hoffmeister, head of group events management at Amadeus, said: "There are marcomms agencies out there that think they can deliver event management and they can't. Their comms work is fantastic but the delivery of the event itself will never work. 

"There are event management agencies now that are building the content and comms side and I see that emerging a lot more. We are moving towards a one-stop-shop type of agency."

The panel also discussed how much emphasis they put upon an event agency's brand. 

Hoffmeister said: "An agency's brand is important, but the most important element is the relationship with the agency. I want to feel that an agency is an extension of my team. Trust is a key factor."

Permira's event manager Victoria Capper agreed: "Transparency and visibility is important. We are aware agencies need to make money, but we do not want to be ripped off with huge mark-ups."

The panel also agreed that agencies do not understand the internal challenges they face better than themselves and rejected the implant model as too costly. 

 

 

 

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