Beyond the Gimmick How INCEPTION Turns Events into Measurable Revenue

Podcast: Event Industry News Podcast · Event Industry News

Opublikowano: 2026-06-25

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. Th...