By Felix Holzapfel

As a long-time Dmexco-er, there was never any doubt that I’d be spending two unfeasibly hot days – it got up to 30 degrees last week – at the Koelnmesse. I work in digital and live in Cologne, so for me attendance is a no-brainer, yet the mass-scale trade shows are increasingly struggling to maintain their industry influence.

The times when delegates could spot great innovations and trends at an event like the Dmexco, getting an opportunity to leapfrog their peers, are simply over. On one hand this is good – it emphasises that our industry has become more universal. Yet Read full story ›

Source: The Drum