Industry bodies unite for experiential marketing code

The code of conduct was drawn up by a working group assembled by the Institute of Promotional Marketing IPM) which included the Direct Marketing Association, ISBA and the alcohol producers' social responsibility body, the Portman Group.

The rules will cover methods such as sampling, face-to-face marketing, "brand theatre" or similar live performances with a marketing purpose not covered by the CAP code.

Coca-Cola Great Britain welcomed the launch and said it would require all its marketing agencies to abide by the rules.

Paul Dwan, assets and experiential, Coca-Cola GB, said: "Experiential and sampling activity is a big part of Coca-Cola Great Britain's marketing strategy, across our portfolio of brands.

"We take our products to the hands of consumers in new and exciting ways to drive brand engagement, as well as product trial, and we look forward to continuing to do this under the new code."

Bob Suppiah, chairman of the IPM, added: "Experiential Marketing is growing rapidly, and the CAP Code does not cover all techniques used in this area, so marketers were rightly worried that professionalism and quality could be harmed.

"That's why it's great to be able to develop this code that helps protect both consumers and marketers alike."

This article was first published on marketingmagazine.co.uk