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Gary Colen Featured in Event Marketer

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Event Marketer, February 2010
Partner Perspective
Event Marketer assembled more than 30 of the top event agency experts including AMP’s own Gary Colen for a look at what’s up, what’s hot and what’s-a-happenin’

Event Marketer’s mission in 2010 is to expose brands to as many industry perspectives as possible, in an effort to help you reboot your event marketing portfolio. As such, in mid-December they executed the absolutely enormous task of assembling more than 30 top event agencies for a roundtable discussion on trends, market shifts and best practices.

Below are a few excerpts from Gary Colen’s participation, with the full roundtable conversation accessible here

EM: LET’S TALK SOCIAL MEDIA. WE CAN ALL AGREE THAT IT’S PERVASIVE IN EVENT MARKETING, BUT DO BRANDS ACTUALLY GET IT, OR DO THEY JUST HAVE THE SENSE THEY SHOULD BE DOING SOMETHING IN THE SPACE BECAUSE IT’S THE BRIGHT, SHINY OBJECT?

GARY COLEN, AMP Agency: In experiential marketing, we look at how you create an experience that consumers take with them. And as technology changes, we have to adapt. Social media is much broader than a tactic. But it’s a struggle right now, because there is no consistency in it. Most companies we work with don’t have a clear-cut proposition for digital, so it’s difficult to figure out what they value or how much investment they want to put into it.

EM: WHAT’S YOUR BEST PIECE OF ADVICE FOR CLIENTS IN 2010?

GARY COLEN, AMP Agency: If I was in the client’s shoes I’d be making sure I was squeezing every ounce of potential from the people I choose to work with. If I like what they bring to the table for a certain capability, then perhaps they have other skills I may be unaware of that I can leverage.