Mark Hutchinson, Managing Director of creative agency INCEPTION, joins the Event Industry News Podcast to discuss how his team designs trade show stands, retail activations and product launches with commercial outcomes front of mind.
They cover using data and technology – dwell time, heat mapping and interaction tracking – to measure event ROI, the importance of authentic creative over theatrical gimmicks, and embedding sustainability through reuse and smarter planning.
Mark also shares client work highlights, including global projects with Pokémon, and explains how clear metrics help clients increase investment when activations drive real business growth.
This episode of the Event Industry News Podcast is sponsored by Present Communications. Present provides broadcast-quality live, hybrid and virtual event production, trusted by organisations where reliability really matters. From corporate town halls and conferences to high-profile live streams, they design and deliver fully resilient systems that work first time.
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Author: Sam Hyland
Sam is the assistant content manager for Event Industry News (EIN). Sam is involved in publishing news stories, videos and podcasts. Sam also collates the latest stories for the EIN e-newsletter. If you have a press release or story you think we might be interested to know about please email features@eventindustrynews.com
