Eurocom Worldwide's Benelux member EMG
hosted their annual Communicator Summit
with senior communicators from across its industrial client portfolio, including guest speakers from GE Renewable Energy and Guardian Glass.
Eurocom Worldwide asked CEO Greg Farrett
about EMG's formula for this successful event.
Greg, what motivates your clients to spend their travel and working time on the EMG Communicator Summit?
The Communicator Summit offers participants a forum to discuss core strategic questions with their peers in a discrete atmosphere. The setting encourages them to talk openly about concerns and uncertainties and evaluate pros and cons of anticipated change. The focus lies on the following questions:
- Is our communication targeted enough?
- How can we measure that?
- What kind of change is necessary?
- Have we chosen the right strategy?
- Do others face the same challenges?
Could you please summarize for us the main topics at this year's Communicator Summit?
Evident from the start was that we're all in the same boat in these rapidly changing and disruptive times - irrespective of industry sector, be that technology, energy or materials. The two main areas for debate were digital marketing and the changing role of the communicator. Social media, channel and marketing technology and measuring campaign effectiveness were front of everyone's mind.
Our guest speakers from GE Renewable Energy and Guardian Glass married top-level overviews of their digital strategies with practical advice on lead generation in alignment with sales and accurate ROI measurement.
What exactly is EMG's role at the Communicator Summit?
The Communicator Summit is a high-end event hosted by EMG for the strategic benefit of our clients. We provide the platform, including the venue and catering, we invite selected clients and we moderate the event. Our job is completed when they go home inspired, with new contacts, fresh ideas and increased momentum for their own projects.
What was the top line takeaway from the Communicator Summit?
While we certainly didn't have time to address all the challenges thrown up by the maturation of digital, automation and the need for marketing and sales to be in lock step, one delegate summed it up perfectly: "Not communicating is not an option. We need to embrace change and be the best communicators, we can be."