60 Seconds With... 'The Experience is the Marketing' founder Kevin Jackson

Following the launch of agency 'The Experience is the Marketing', C&IT caught up with its director of ideas and innovation, former George P Johnson vice president Kevin Jackson.

Following the launch of your new venture 'The Experience is the Marketing’, where will your office be based?

We will be based in Wardour Street, Soho. What we’re trying to create is a collaborative working environment. There’s a book by Gillian Tett called The Silo Effect, which is all about contemporary thinking and how to get the best out of people in the workplace. We’re trying to get out of those ‘silos’ that separate everyone from growth. No matter what discipline you’re working on in the office, we want people to be working together on projects.

What are the aims of your new agency?

The issue we’ve all faced since 2008 is ‘growth’. What everyone’s been concerned with is ‘cutting costs’. Often companies have made profit by cutting back, rather than increasing sales or growing the company, because it was so hard to do it. Now, it feels like we’ve forgotten how to create growth culture. What we’re going to do through events is to develop that growth culture and collaborative working, so that everything from internal communications to external communications and sales is all connected. That’s how you build an effective growth culture within a business. It’s bigger than just sales, it’s about the whole company growing together.

How will your new agency help companies achieve this?

Often companies will run many different events – an internal meeting, a product launch, a sales kick-off, etc. Those pieces are seen as separate items and you can’t do that – the world has changed. We’ve got so much technology support, so much knowledge of what motivates teams. What we’re trying to do is bring all these things together in a single-minded proposition that aligns the whole company, its customers and clients. It doesn’t matter whether it’s B2B or B2C, it’s making sure you have a consistent approach to growth.  

More:

Kevin Jackson launches new agency 

ISES to announce Kevin Jackson as president

Top 50 Agencies: George P Johnson

• For more breaking news and in-depth features, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
What to do if a disgruntled event attendee threatens legal action

What to do if a disgruntled event attendee threatens legal action

Keystone Law's James O'Flinn discusses your options and how to prevent this happening in the first place.

Speakers announced for C&IT Northern Forum

Speakers announced for C&IT Northern Forum

New event takes place between 25-26 April at ACC Liverpool, with inspiring sessions from industry leaders.

Why personalisation is the key to measuring an event's success

Why personalisation is the key to measuring an event's success

Mike Leeson, general manager Europe at ETM, explains why ROE may be a better measurement than ROI.

Oman to welcome IGRC in 2020

Oman to welcome IGRC in 2020

Sultanate to host the International Gas Union's 16th International Gas Research Conference at the Oman Convention & Exhibition Centre.

Events company faces legal action from makers of video game Fortnite

Events company faces legal action from makers of video game Fortnite

Epic Games issues claim against Exciting Events after widely criticised event in Norwich.

Diary of a delegate: Beautiful Bergen

Diary of a delegate: Beautiful Bergen

A three-day account of the C&IT A-List FAM trip, in partnership with Visit Norway.

Case study: Space to Breathe wellness event

Case study: Space to Breathe wellness event

Center Parcs hosted a wellness event for clients including MIA, Experian and the University of Nottingham.

The future of event feedback

The future of event feedback

A look at how new technology is changing the nature of feedback for event planners.

SevenEvents hires new project manager

SevenEvents hires new project manager

Jade Davies joins from Touch Associates and her new role will include developing client relationships.

Cievents VP talks US market trends, challenges and opportunities

Cievents VP talks US market trends, challenges and opportunities

Alison Howlett, vice president of live events, talks about creating business opportunities, US trends and popular destinations.

LATEST JOBS