MWL is Europe’s largest event for marketers where they can meet, mingle and catch up with the latest trends and technical developments to help solve their marketing challenges.
The new zone and its accompanying conference programme will be delivered in partnership with industry body the Outdoor Media Centre. The creation of the zone is the direct result of research at the 2012 event which showed that almost half of show visitors (47 per cent) were likely to engage with an out of home marketing area at the event.
Over 13,300 marketers attended the free 2012 event with nearly 75 per cent being manager or director level.
Portfolio director, Paul MacDonald says: “It’s clear that Out of Home in its various forms, whether traditional or digital, is of real interest to our visitors. They are hungry for practical information, meaningful insights and useful contacts to help them understand the opportunities OOH presents. Working with OMC allows us to bring this growing arena to life at the event.”
The OOH zone joins other new initiatives for MWL in 2013, including Ask the Agency Experts and Career Development. Other areas at the event cover retail, live marketing, data, insight, digital, promotional merchandise and customer loyalty.
Outdoor Media Centre, CEO, Mike Baker says, “We’re delighted to be partnering with Marketing Week Live on this initiative. Out of Home is a crucial part of the customer journey and working with the event means we can show marketers OOH in its full context.”