Favetta (EuBea jury president): “We will evaluate projects with a focus on creativity and results”
With a little over two weeks to go, the engines of EuBea – The International Festival of Events and Live Communication – are beginning to warm up. The jury’s president, Luca Favetta, highlights the uniqueness of the event, which has globally become a point of reference for the industry.
We are almost there. The second edition of EuBea – The International Festival of Events and Live Communication, is ready to open its doors. The event, set in Seville from November 5th to 7th (at the Barceló Renacimiento Hotel), will bring together the continental elite of the event industry in the Spanish city.
Among the protagonists of the event, the role of Luca Favetta (Senior Director of Global Events and Programs Hewlett-Packard International, pictured) stands out as president of the jury, which will meet on the first day of the festival (November 5th) to assess the 104 projects that made the shortlist (from the initial 290 total events entered in the event) to compete for the EuBea Awards.
With just over two weeks to go, we reached Favetta by telephone to take stock of the main trends that are influencing the sector, as emerged from the preliminary assessment of competing projects (a procedure followed by all jurors, through a reserved access online platform).
“The trend that emerges most clearly – explained Favetta – reflects the importance of developing creativity as much as possible functional to achieving specific business goals. In other words, creativity cannot afford to be the ‘an end in itself’, but should rather elevate itself towards specific parameters, such as the creation of new business, the increase of awareness and accelerating the sales process“.
“Another core issue is the growing attention being paid to the measurement of results. In this sense, there is still a long way to go, but the fact that there has been growth in this area is positive”. In particular, Favetta highlighted three major KPIs, by which to measure results, i.e. ‘Marketing Generated Opportunities‘ (MGO), ‘Marketing Influenced Opportunities‘ (MIO) and ‘Net Promoter Score‘ (NPS).
Overall, he said, we need to work towards the increased integration of events and live communication projects within the overall marketing strategy of companies. Without ever losing sight of the ROI issue, because the actual measuring of the benefit produced by events, increases their authority and importance in the overall media mix.
Finally, Favetta highlighted the importance of EuBea Festival in the continental arena: “It is an international platform, offering countless opportunities for networking; a unique event that has strengthened its credibility over the years, thanks to the excellent feedback expressed by participants and the professionalism of both the jury and the staff at ADC Group, as organisers”.
On November 5th, to better manage the evaluation of the 104 shortlisted projects, the 30 EuBea jurors will be split into three groups, each led by a jury vice-president. They are Carlo Hermes, owner Hermes & Partners, Klaus Span, COE Product Management & Business Development, IBM Power Systems EMEA, and Björn Wigforss, Marcom Director Microsoft Events.
“As for me – added Favetta – in my capacity as President, I will also act as an overall coordinator for the three groups, intervening in case of procedural questions or if in need of interpretation.” In short, everything is ready. I’ll see you in Seville”.