Events of the future will be hybrid and “always on”

“Reinventing Live,” the new book by Denzil Rankine and Marco Giberti from Anthem Press is a comprehensive analysis of the past, present and future of events. But it’s really the future marketers are focused on right now, whether as event organizers of attendees.

Most marketers expect live events to return next year. But does that mean saying goodbye to the virtual environments rapidly constructed in 2020, and will brands be as willing as ever to pay the cost of live event attendance — including the carbon footprint of business travel?

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