Experiential shops form breakaway

A group of experiential marketing agencies are to launch a breakaway trade body to rival the Field Marketing Council (FMC), as they feel they are not properly represented.

About 40 agencies, including Proximity, iD Live Brand Experience, Cunning and Arc Field Marketing will meet on April 27 in London to set up the Brand Experience Association (BEA).

iD chief executive Paul Ephremson relinquished his membership of the FMC last year. He says: “It is widely felt that the industry has outgrown the association that represents it. We feel experiential marketing has advanced too far in terms of creative input and accountability to be grouped under the same vague banner.”

The BEA is the brainchild of Matthew Bending, managing director of promotional space booking agency SpaceandPeople.

The FMC was created in 1999, when the Field Marketing Association joined forces with the Direct Marketing Association, in an effort to gain wider support and promote its members more effectively. Since then, there have been calls for the trade body to change its name to better represent its members.

FMC chairman Alison Williams says: “In my view, we would do better in a single organisation that had separate working parties promoting different bodies. I’ll be going along to the meeting and will be keeping an open mind until then.”

The central objectives of the BEA include an aggressive PR strategy to increase awareness, investment in research, the establishment of industry-wide standards, and studies into new technology available to the sector.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here