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Investment in Brand Experience Continues

Investment in Brand Experience Continues

Members of our team comment on the latest Bellwether results

Members of the FreemanXP EMEA team spoke to Event magazine, Conference News, M&IT and C&IT about the results of the Q2 2017 Bellwether report.

The quarterly report, which reveals how UK marketers are allocating their spend, revealed that overall marketing budgets rose to +13.1%, which is up from +11.8%. More specifically, event budgets grew by +2.1%, meanwhile Internet budgets saw the largest growth at +22.7%, which is up from +16.9% in Q1 2017.

Event MagazineSarah Mayo, marketing director, Freeman XP EMEA, said: “It’s incredible to see that expenditure in events has seen a continuous increase as a proportion of the marketing spend over the past 15 quarters. Brand experience is firmly on marketers’ radar and the long-term increase infers that they are seeing demonstrable ROI on events as they continue to allocate more and more budget to the medium." 

Conference News and Exhibition WorldSimon Boniface, creative director, Freeman XP EMEA, stated: “The results of the latest Bellwether Report are fairly typical of uncertain times — they can prompt marketers to re-allocate their budgets to focus on digital, as it’s an agile channel that can react quickly to change.”

M&ITEmily Shaw, strategy director, Freeman XP EMEA, commented: “I don’t believe events are on the decline overall. There was a lot of global political upheaval around the end of last year, and this has had a flow-on effect to Q1 of 2017.”

The results support our recent study that reveals brand experience is firmly on marketers’ radar. They also highlight why we recently launched our Digital Marketing Services, a new offering encompassing web/app development, social media strategy, digital advertising, email marketing and data analytics. 


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Emily shaw

Emily Shaw

Strategy Director

With a varied background in theatre, film and advertising, Emily has a unique perspective on the art of storytelling, and has spent her entire career creating relevant and engaging experiences for audiences in some way, shape or form. A passionate problem solver, she approaches a project from every...

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Sarah mayo

Sarah Mayo

Marketing Director, EMEA


Simon boniface

Simon Boniface

Creative Director



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