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Nicola Green, Telefonica O2 UK speaking at In2Summit - Unravel Travel TV

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The Holmes Report’s In2 Innovation Summit is a global network of events that explore the innovations that continue to redefine influence and engagement in the PR and Marketing world. The third #In2SummitEMEA took place on the 25th May 2016. TVC’s Global Managing Director, James Myers, and Global Publisher of 1843 magazine, Nick Blunden alongside Sachar Klein, Senior VP of Communications at Glossybox, were on hand to give their opinions of the changing landscape of the luxury market in the ‘era of disruption’.

The panel discussion explored how digital is changing the ways that luxury brands communicate, especially in a time of disruption and with the impact of new technology. The session explored how there were innovative opportunities for luxury brands to engage and communicate with consumers but with that comes new challenges and responsibly.

“As we move into a social and digital world, luxury brands have embraced storytelling. They have a huge amount of heritage and they are leveraging that, but they are also learning to let go of controlling that story, and allowing other influences to tell their stories for them” said James Myers.

“Brands need to move communications into a paradigm where we think about storytelling more than one way comms” said Blunden. Luxury marketing is changing as “we are moving from a world where having things is more important, to a world in which people want to have experiences,” according to Nick Blunden.

This has led to another challenge, as luxury marketers recognise that they no longer control all—or even most of—the messaging around their brands.

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