SOURCE: Event Marketing Institute

June 12, 2007 12:33 ET

George P. Johnson Steps Forward as Inaugural Global Underwriter of the Event Marketing Institute

One of the World's Premier Experience Marketing Agencies Leading the Development of Marketing Industry Standards, Content and Research

NORWALK, CT and DETROIT, MI--(Marketwire - June 12, 2007) - The Event Marketing Institute (EMI), a global professional resource dedicated to the development of insights and business intelligence for individuals and companies using live marketing as a strategic marketing initiative, is proud to announce that experience marketing agency George P. Johnson (GPJ) has signed on as the organization's inaugural Global Underwriter.

EMI is the first and only research institute focused exclusively on events from the business marketing perspective. EMI is an information resource that cuts across the many silos of events -- trade shows, sponsorships, meetings, proprietary events, consumer events, and road shows. The mission of EMI is to provide key executives, event managers, agency executives and marketing professionals in organizations big and small with cutting-edge resources in the areas of trends research, identification of key industry issues, education on measurement and numerous other members-only benefits.

George P. Johnson's commitment to EMI is a significant milestone for event marketing, a distinct and rapidly growing marketing discipline that is rising to strategic prominence in response to changing employee, consumer and business-to-business buyer behavior and proliferating media channels. GPJ's resources and support will enable EMI to better fulfill its mission of equipping marketing professionals with the information on which they can more effectively build their strategies and tactics necessary to succeed.

"George P. Johnson is one of the world's truly global event and experience marketing agencies, the role model really, and has been a leader in the development of industry research and strategic business practices that have transformed how event marketing is viewed by top management," noted EMI president and executive director Kerry Smith. "That they share our vision for creating content, resources and research that will help enhance this industry is a huge vote of confidence in us, and we look forward to their active participation on our Executive Advisory Committee."

"In today's business environment, marketers must raise the level of conversation around face-to-face marketing and move the discipline closer to the center of their overall brand communications strategy," said Robert G. Vallee Jr., CEO of GPJ. "Like never before, these innovators need the industry wide data for more informed decision-making. Our support of EMI is a natural progression for GPJ as we carry on a decades-long tradition of research and thought leadership in pursuit of that goal."

"As a Global Underwriter of EMI, GPJ is affirming its longstanding commitment to advancing the event marketing industry through proprietary research and data," said David Rich, Vice President, Strategic Marketing/Worldwide and leader of GPJ's Program Strategy practice. "Face-to-face marketing continues to evolve and EMI's dedication to providing the tools necessary to succeed is something we wholeheartedly support."

The hub of EMI will be a content-rich website ( where members can access thousands of articles, case studies, research reports, white papers, webinars, podcasts, discussion forums, market reports, company profiles, publications and other exclusive information products and services created by EMI's dedicated staff of researchers and content partners. The website is scheduled to go live later this summer.

"Event Marketing Management is not an extension of the traditional marketing services function. It is an evolving specialty within both corporations and agencies alike that is becoming a strategic discipline that requires its own curriculum and toolset, and represents important knowledge for every marketing professional," noted Smith, adding that EMI Membership is an important resource for:

--  Brand-side marketing managers, event marketing executives, trade
    show/exhibit managers, meeting planners and procurement executives.
--  Agency-side executive managers, new business executives, account
    managers, and operations executives.
--  Supplier-side top management and client service managers.
--  Fast-track leaders at any company who are employing (or want to
    employ) the best and most-informed live marketing strategies to ensure
    their marketing programs create the best possible results.
The Event Marketing Institute has assembled an all-star Executive Advisory Committee comprised of senior-level industry leaders who have committed to working with EMI leadership to identify research opportunities, content offerings and relevant member services. EAC members to date include senior-level event marketing executives at Boeing, IBM, Anheuser-Busch, TJX Companies, UBS, Miller Brewing, AOL, GE Healthcare, UBS, and Bank of America, and George P. Johnson Co.

About the Event Marketing Institute (

The mission of the Event Marketing Institute (EMI) is to be a global authority on the role of live events in business marketing. Through comprehensive education, research, and analysis related to emerging trends and insights into event marketing strategy, EMI helps members overcome the challenges posed by today's fragmented media environment and utilize live marketing to drive accountable and profitable business results.

The Event Marketing Institute was created by the founders of Event Marketer and Event Design Magazines, and operates as a division of Red 7 Media LLC, a leading business information company. While closely affiliated with Event Marketer and Event Design, EMI has a dedicated staff of researchers, content creators, and support staff to ensure the highest level of member services and support.

About George P. Johnson (

Established in 1914, George P. Johnson is one of the foremost Experience Marketing agencies in the world. Consistently named one of Advertising Age's "Top 25 Marketing Agencies," it provides a full suite of relationship-building event, exhibit, and live experience solutions through which it helps premier organizations bring their brands, services and products to prospects and customers around the globe. GPJ provides Experience Marketing strategy, creative, technology, and delivery services through 21 offices around the globe. With full-scale production facilities in Detroit, LA, Stuttgart and Sydney, GPJ also has offices in Boston, San Francisco, London, Stuttgart, Tokyo, Beijing, Shanghai, Singapore, Seoul, and Bangalore. GPJ made history in 1998 when IBM became the first Fortune 10 company to consolidate its global Experience Marketing program into one agency, naming GPJ as its event marketing agency of record. Because of its work with IBM, GPJ earned the first EX Award for "Best Global Business-to-Business Event Marketing."

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