Marketing Week Live was held on 7-8 March at Olympia London. The two-day event, attended by hundreds of marketers and event professionals, featured more than 100 exhibitors, a packed agenda of seminars and practical, hands-on, expert advice from some of the most respected marketing specialists in the industry.

Identity attended and also worked with our client Guinness World Records to build a bespoke exhibition stand at the show. Here are our highlights of the event.

Amplifying the Power of Live Events

Matthew Howarth of Cvent discussed how companies can optimise their understanding of attendees before, during and post events. By utilising key data insights collected in these three stages, this can really help to develop and improve your next event. Using technology such as RFID tracking and email marketing showed how this may affect the duration of your event or session, so you can be sure to invite the right attendees and tailor future events to their specific requirements.

A highlight of Matthew’s session featured this interesting diagram following an attendee journey. It indicates how much data can be collected from the moment a visitor checks-in to the exhibition hall to the post-show survey sent.

Leadership: The Power of Being a Great Communicator

Spencer Waldron of Prezi spoke about how to use your brand story to connect with your in-house team and how they can learn from the examples of great brand leaders. He discussed the techniques of how to encourage your team’s emotional investment in your ideas, in-keeping with the brand story and bringing it to life.

Generation Exchange

The last session of the day included a panel of experienced marketers and their junior colleagues (from Microsoft and Diageo), debating about the nature of marketing and how it has developed through the perspectives of different generations.

They spoke about the different routes into a marketing career, how they tackle problem solving differently due to technological advances and how the junior marketers teach their senior counterparts in the field.

Guinness World Records

Guinness World Records work to produce record-breaking campaign solutions for brands and charities of all sizes, which add value to ROI and create content that’s watched, shared and remembered.

The Guinness World Records stand was in a prime position at Marketing Week Live and was exceptionally busy throughout the event. With a 75-inch screen on the back wall and a mounted 32-inch screen attached to the totem, they were able to effectively capture the attention of delegates from different directions.

The stand also featured a bold and clever way to display the latest annual featuring a wraparound highlighting the 58 record-breaking brands which were included as well as a genuine record attempt for the Fastest time to stack a right-angled Lego tower, a table top version of the Jaguar Land Rover case study featured on the stand. This activation drew in the crowds, with visitors keen to have a go.


Marketing Week Live is a significant date in the calendar, full of top industry professionals discussing and sharing their knowledge on today’s ever-changing trends in marketing and live events. This year’s occasion was packed with interesting speakers, engaging exhibitors and fun activities, and we look forward to attending Marketing Week Live next year.

For more information on how Identity can assist you in your live events or events marketing needs, please call us on 01323 469111 or email