Paul Springer President of edcom research committee
edcom's Experiential conference, High Wycombe Bucks, UK
25 May 2012
In little over a decade, ways of reaching customers on and offline has developed so far that commercial communications is more of an experience than a simple message. With diverse media formats, modes of engagement and new ways of thinking about ‘360-degree’ advertising, the 2012 edcom Conference will address the issues surrounding experiential, in an era when all space is, potentially, ad space.
To what extent do branded experiences work across national boundaries? Does an experiential approach work better for some product types?
Does the creative process now apply to brand marketing directors and account managers before planners and creatives?
Is advertising now subsumed within marketing?
To what extent does making experiences draw on the existing repertoire of advertisers? What are the benchmarks of Experiential communications?
Under the title “Walking the Talk - how experiential marketing is creating challenges for commercial communications", academics, researchers, marketing communications professionals and students are all invited to participate in High Wycombe, Buckinghamshire England in May 2012, to discuss the experience of communications – just two months before the Olympics comes to town…
In the 5 years since its launch, edcoms - The European Institute for Commercial Communications Education - has strengthened its role as an interface between agencies and academia throughout Europe, with almost 42 academic members from 16 European countries now actively supporting the Institute.
The annual conference aims to help academia adjust to industry trends and facilitate industry's access to topical research papers.