By Ben Taylor (Project Worldwide, CEO APAC)
As an industry, we all moved incredibly quickly to deliver what we could as virtual events that were both appropriate to the situation, audience and client objectives, but like most hastily organised responses, there have been some notable friction points as aspiration meets functionality.
The good news is the past two years have accelerated understanding and adoption of many technologies that would have taken many, many more years to find adoption (if at all). We transformed from producers of physical assets into creators of content and online experiences, bolstered by access to different tools and data that help us better evaluate the effectiveness of our work. One of many such examples saw GPJ shifting from producing an annual flagship in-person event for 22,000+ attendees to planning, designing, and producing a large portfolio of content-driven campaigns that deliver against the client’s objectives of community building, brand alignment and ultimately driving sales…
Read the full article on Campaign Asia.