The Power of Experience – conference in Amsterdam by IDEA

On December 8th over 100 representatives of corporate clients (including DHL, Google, PWC, KPN and others) and leading Dutch agencies were gathered together by the IDEA (independent Dutch event association) for inspiration, education and effective networking at The Experience Conference.

International expertise and a showcase of best events

The promising agenda was announced before the event and included an impressive list of speakers and relevant, intriguing topics. And as it turned out it was even more fascinating in reality. An inspiring and energizing kick off was given by well-known star of the special events industry Kevin Jackson. Based on simple, yet very convincing examples Kevin proved the growing importance of live events in current marketing strategies as well as provided some practical tools & tips for business success. Another exciting aspect was the presentation of inspiring B2B and B2C cases - from such brands as ING, KPN, Microsoft, Fiat, Wella and the Van Gogh Museum. A real highlight of the program was the world-famous photographer Jimmy Nelson presenting a special vision on the power of imagery. This striking personality who has managed to photograph 35 unique tribes, created a fantastic buzz of energy among all guests of the ceremony. Salvatore Sagone, co-founder of ADC Group and European Best Event Awards festival (EuBEA), together with Björn Wigforss, Marketing Director at Microsoft, gave an interactive presentation called Legends of Live, which was illustrated by numerous videos of event cases and portrayed the evolution of event based on EuBEA winners of the last decade.

The power of networking

Effective networking, which is one of the key elements of any business event, was wonderfully showcased here. The excellent choice of venue along with the wisely planned agenda, which included the proper amount of coffee-breaks, allowed participants enough space and time for informal communication, looking for new partners and clients and exchanging news & thoughts with colleagues.

“I think it’s great that there’s a conference where clients and agencies can now come together to exchange ideas. The day was defined by the mix of cases from international brands and local initiatives. And the striking contrast between Jimmy Nelson who addressed the basic values of marketing and communications, and a winning case from APM Terminals showcasing the use of all techniques to create a live experience was very interesting.” — Sybrand van Hofwegen, enterprise marketer at Vodafone.

IDEA launched the Experience Conference in order to bridge the gap between 2 worlds: those of Marketing and Live Communications. More and more brands are giving events a key position in their MarCom strategy. The industry was lacking an initiative where both come together, so IDEA saw an opportunity and seized it. As the new chairman of IDEA I cannot be more proud looking back at this first edition of the Experience Conference. This is practicing what we preach: showcasing the power of LIVE. Our goal was to celebrate our field of play and to show that live communication has earned a steady place in the marketing strategy of brands all over the world. We aim to grow the Experience Conference into an annual event where brands and agencies inspire, learn and meet and we look forward to starting the preparations of the 2016 edition soon. We hope to see you all there! 

Eva Annokkee, owner of International Orange / Chairman of the IDEA (Independent Dutch Event Association).

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