"In 2014, I personally organised ten events, with the global team running in excess of 100 and this is going to increase by 10% in 2015.
"Marketing budgets are consistent, although deployed differently. We will be using experiential thinking to inform the marketing discipline more and to reach consumers in a different way. We are looking at new opportunities to introduce technology, innovative solutions and ways to integrate our own products that create an impact for our consumers.
"As for challenges: commoditisation in the industry and increased pressure on budgets."
Melissa Noakes, head of experiential marketing, Sony