Event insight

Very interesting article in the Financial Review, like this quote the best:  “An event, if you get it right, is the purest and best form of brand communication,” says Mark Ritson, an associate professor of marketing at Melbourne Business School. “There’s only so much you can do with a 30-second ad and there’s certainly only so much you can do a 140-word tweet. But when it comes to an event, you can choose the location, you can choose the guest list, the music, the way the event is orchestrated – the food, the wine – it’s a perfect opportunity for a luxury brand to show its class and its ability to be ahead of the trends,” says Ritson.

“It’s a very smart strategy and a strategy that has become more effective in the past 10 or so years.”

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