Jackson plans events agency revolution

An industry veteran has launched a new agency.

Kevin Jackson, one of the most recognised faces in the global events market, has launched a new agency.

‘The Experience is the Marketing’ aims to revolutionise the marketing events industry.

Jackson said his new business will change the way events are sold to businesses and brands.

It will see Jackson work delivery partners to create complete business experiences that focus on internal communications, external communications, and sales delivery, including CRM, capability training and up skilling.

Jackson has more than 20 years experience in marketing mix, working at global brand agencies including Saatchi, Grey, Jack Morton and George P Johnson.

He said: “The worlds of sales and marketing have converged, and the only way to drive growth is an integrated story across all parts of the business; we are a growth agency. Every conversation I’ve had with our clients has been about how to achieve growth, be it new business expansion, delivering shareholder value, launching new products, or implementing brand strategies. In every case it boils down to creating an experience – internally, externally, through sales, and through culture. This is what The Experience is the Marketing will do, it will be a true business driver. I came up with the phrase ‘the experience is the marketing’ about 11 years ago and have been using it ever since. Now’s the time to prove the point, and change the way brands and businesses look at our industry.

“The conference industry is a classic example of a sector that is embracing the creation of experiences to stimulate better engagement, incentive and a growth message, specifically for internal events. Through The Experience is the Marketing I want to see these events hit right across sales, internal comms and external comms to get a total message of growth out to everyone.”

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Conference News resides at the heart of the conference industry examining the issues affecting organisers, venues, destinations and suppliers. Published monthly, Conference News features the latest news, interviews and industry analysis from market influencers.

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