Agencies: suppliers must up their game

Suppliers must up their marketing game in order to help secure event business, agency heads told one of this afternoon’s Eventia conference seminars. During a session entitled ‘Working with agencies: the latest client-agency trends’, Motivcom executive director Nigel Cooper and Oxford International managing director John Walker outlined key issues impacting agency business. With factors such as legislation, CSR and security increasingly influential and with a backdrop of economic uncertainty, suppliers needed to do more to help events win out against other marketing disciplines, according to Cooper. “We are under pressure not only from external factors but also from the wider marketing world,” he said. “Even with something like a car launch, you cannot guarantee there will be an event to go with it. Events are just one aspect of experiential marketing and we need to be able to justify why clients should hold an event rather than go direct to consumers on the street.” Walker added that in an ever-more scrutinised environment, he envisaged most agencies creating their own preferred supplier lists, with those suppliers taking a more lateral approach to marketing winning out. “If you look at a topic such as CSR, some suppliers are good and some are just OK, so if you have a strong track record on CSR, make it clear to us,” he said. “It’s something we can go to our clients with and it’s a whole lot more convincing than just another brochure picture of a woman with a towel on her head sitting in a spa.”

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