Scoring with Quality in a Different Environment

The year 2019 has not started promisingly for the economy as a whole, including the communication and exhibition industry. The uncertain economic and political climate is affecting the real economy. It is rather difficult in turbulent times to issue a statement which should be valid for two years, but we hope that by 2020 we will be able to see that many of the fears of early 2019 were baseless.

The Professional Group of Advertising Architects, which has grown considerably in recent years, comprised more than 1,000 companies throughout Austria at the end of last year. As a serious economic force, it is now the fourth-largest occupational group in the Advertising and Market Communication Association of the Chamber of Commerce, which is the fourth-largest trade association within the Austrian Chamber of Commerce, counting roughly 32,000 members (as of Dec. 2018)

KommR Mag. Angelika Sery-Froschauer
Chairwoman of the Association for Advertising and Market Communication – Austrian Chamber of Commerce

 

What is certain is that new ideas and a great deal of creativity are now also key factors for their success. The buzzwords are “digitalisation, efficiency and convenience in live marketing”. It is therefore appropriate that important decisions regarding digitalisation and innovation are taken at national, European and global level in 2019 and 2020. Suppliers of the trade fair and event industry will certainly continue to score in the market with these characteristics in the future, highlighting the industry’s strengths: the creation of experience spaces and direct communication opportunities.

Good employee qualifications are essential here. The trade association supports its members to the best of its ability, in particular through the creation of a new apprenticeship: Media Clerk. For this new occupation, a job profile was created that includes not only the basics of trade fair construction, but also a wide range of new competencies concerning advertising architecture. Additionally, we have focused on the so-called digital skills.

I am convinced that quality, a spirit of innovation and creativity will ensure that trade fairs for market communication will continue to play an indispensable role in the future.

With this in mind, we wish I.M. Austria continued success!

KommR Mag. Angelika Sery-Froschauer
www.wko.at