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Jamie Wark co-founded event and sampling agency EMP in 1989 after several years with Merrill Lynch & Co., where he learned what corporations seek in event marketing. The agency counts 1,500 part-time field marketers in its network. Quaker Oats Co.'s Gatorade is a major client.

Age: 36.

Title: President, EMP, Santa Monica, Calif.

Insight: Beware of people who became event marketing experts overnight. It's golden when done right, but it's a waste of money when done poorly.

Opinion: There is no marketing equivalent to powerful sampling, where the right person is given the right sample at the right time in the right setting.

Trends: Outdoor sampling events capitalizing on hot sports and activities. Sampling used in conjunction with celebrity appearances, contests, radio shows and hands-on activities.

Tip: The personnel used at sampling events makes a world of difference. Each is a brand ambassador.

Prediction: Sampling will be increasingly combined with entertainment.

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