For me, there are two key factors to consider when it comes to the growth of our industry. The first relates to the advancement of the brand experience sector overall, which I believe can be achieved when agencies that play in the space join forces to improve the discipline. The more that we collaborate and work together for the good of our industry, the larger our overall footprint will be, and the opportunities available to us will be far greater.
I think a tremendous opportunity for growth and innovation in our industry lies within enhancing our capabilities and expertise so that we can embrace change, create new opportunities for our clients to leverage technology, and find new event measurement tactics. This will allow us to create experiences that transcend the events we currently deliver, to go one better and deliver simultaneously live and online experiences that exceed our clients’ goals.
Both of these kinds of growth need to happen together in order for the brand experience industry to continue to grow and flourish.