Saturday, March 2, 2024

Top marks in Milan

It’s been three years since I visited the EICMA exhibition in Milan and over that time I’d forgotten quite how big it is. Six cavernous halls filled with stands representing more than 1300 brands from 45 different nations and a 38% increase in visitors made for packed aisles. There is a lot to take in when you only have a day to spare, so preparation is key; I’d listed everyone I needed to see and worked out the best route to follow around the show, so I wouldn’t waste time retracing my steps or wandering around in a bewildered daze. Up early, with my Doc Martens firmly laced, I strode through the turnstiles and into the throng…

Read the Marketing Matters column here

 

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