Communications agency Strata recently hosted its first Reimagining Global Events Programme, which took place at The Hoxton, Holborn.
The event, which comprised of a keynote and panel discussion, examined how brands can creatively reinvent event experiences that resonate with diverse audiences as well as transcend global markets and create “moments that matter”.
Human insights agency, Behave, delivered a presentation which analysed micro and macro behavioural changes in marketing and communications.
According to Behave, the marketing landscape now requires a “blend of capabilities” to understand people’s behaviour and how it can be influenced to achieve “superior business performance”. The agency said technology, data science, and behavioural science are just some of the tools at the disposal of event professionals and marketers.
Lea Karam, Behave’s consulting director, led the presentation. She said: “We feel that some brand marketers are currently falling short in creating meaningful moments. It’s all about deploying the understanding and capabilities that shed light on the real drivers of consumer-brand connection.
“Consistency is key and so is creative messaging. Words flow through employees and customers. It’s important to create better moments and better engagement but to do that teams need better data.”
At the event, Simon Hambley, CEO of Strata, also discussed how the pandemic has transformed behaviours. He said an overwhelming amount of information has led to a reduced attention span.
Hambley added: “Brand marketers need to adapt their strategies to foster a culture of belonging and meet a range of cultural and individual needs.
“Brands can’t achieve true engagement without experiences that connect and captivate. Within these experiences, every brand moment is an opportunity for positive reinforcement, a chance for your brand message to have clarity and relevance.”
