25-27 March 2014 will see new event Cross Media Production co-located alongside Ipex at the ExCeL in London. Cross Media Production promises to 'look under the hood' of the technologies and solutions that design and execute cross media campaigns, and has been put together after the organiser, Informa Group, canvassed a cross-section of the multi-channel marketing spectrum.
Andrew Thornhill, marketing manager, Cross Media Production, said: "In the world of marketing, the use of increasingly divergent communication channels accessed via multiple platforms and devices causes a number of challenges for today's marketing campaigns. This new event will closely examine these deviating streams while also looking at the convergence of the production technologies that support them, showcasing the mechanics of how to execute a successful cross channel campaign from start to finish."
Cross Media Production will host demonstrations from manufacturers developing cross media technologies, including solutions for paper, augmented reality (AR), mailing and fulfilment, digital asset management, colour management, variable data printing, multi-platform publishing, outdoor display print, creative packaging, magazine printers, email marketing and more.
The event will also run 60 free-to-attend theatre sessions during the three days that aim to dismantle the silos that divide the different marketing disciplines, such as print procurement and digital marketing. Developed for printers, marketers, print buyers, brands, agencies, publishers and other content creators, these sessions are spread across four specialised theatres:
- Brand management: marketing procurement / outsourcing / brand and DAM / marketing deployment
- One-to-one digital, data and direct marketing: direct Mail / personalisation / email marketing / use and management of data / microsites / social media
- One-to-many retail marketing: out-of-home and digital out-of-home advertising / POS and in-store promotion / packaging / RFID and near-field communication (NFC), QR codes and augmented reality (AR) / on- and offline catalogues and brochures
- Publishing: consumer and B2B magazines, national and regional newspapers, books / scientific medical technology (SMT) publishing
Trevor Crawford, director, print and media group, Informa Exhibitions, said: "Cross Media Production sits perfectly alongside Ipex 2014. Both events promote the benefits of incorporating print into the marketing mix, but focus on different concepts within the print-supply chain. Ultimately, the print and creative communities will learn about widening their service offering to include cross media technologies, giving them the opportunity to grow profit margins and deliver multi-channel campaigns for their clients."
Duncan Stokes, CEO at RedWorks UK, Ogilvy and Mather UK, said of the event: "I will most certainly be attending Cross Media Production. I'm interested to see any technologies and applications that can help us run global campaigns for our global clients across different channels and platforms. The ExCeL London is very convenient for us to visit, and it is pretty much the only event, as far as I'm aware, that will include such a large and diverse range of content."
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