BPMA CEO explains the merchandise effect at EPIC

On 3 July 2019, more than 300 marketers from across the brand, creative, print and production industries gathered for EPIC/2019 at Congress Centre, London. EPIC, which stands for, Everything’s Possible; Integrated Communications, is a ground-breaking initiative backed by the IPIA, The Independent Print Industries Association.

Its aim is to bring the industry together to have a cohesive conversation about integrated communications, exploring what is possible in a mixed-media landscape. Headlined by ‘Find Your WHY’ co-author, Peter Docker, part of Simon Sinek’s Igniter leadership team and Mark Wright, winner of BBC’s The Apprentice and founder of Climb Online, attendees found inspiration and motivation through the line-up of speakers and panellists driving home the need for the purpose behind their messages. Karen Fraser MBE kicked off the conference with research from Credos and The Advertising Association on consumer trust. It delivered sobering reports from in-depth consumer interviews on how the advertising and marketing industry needs to consider its role in responsible messages.

Together with loyalty insights and purchase behaviours from Scott Logie, REaD Group and a glimpse into the world of the influencer from social specialist Rupa Shah, HashtagAd, delegates built a picture of market trends and potential. Bringing an emotional connection into the conference was essential and Jon Birrell, CEO of the BPMA helped delegates understand the reasons why our cognitive ability for brand recall is dramatically enhanced when a physical item is delivered into the mix, citing the massive increase in market share for brands such as Compare the Market linked to quirky toy characters that quickly earned a place in our hearts and minds. EPIC/2019 has helped deliver the first step in the changed conversation marketers wants to explore. With a soldout conference this July, 2020 dates will be released shortly. Marketers can find out more and register for updates on epicthinking.net.

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