Oct 07, 2010 at 02:35 PM
written by

GPJ Agency and Active Network Form Technology Alliance

Global experiential agency, George P. Johnson (GPJ) and event management software company, The Active Network, Inc. (Active Network), have entered into a strategic agreement which aims to provide provide event marketers with an end-to-end technology, consulting and software solution.

As part of the strategic marketing agreement, GPJ sold its customer-facing event registration, content, housing and related technology assets, including its MobilePromote product to Active Network. GPJ will use Active Network’s ActiveEvents technology platform and Active Network will use GPJ’s marketing services as each other’s first choice solution for clients.

“Event marketers need to eliminate multiple technology systems, reduce complexity, drive down costs and improve the brand experience online, on devices and in their physical events,” said Jeffrey Rutchik, Senior Vice President, Client Services Worldwide, General Manager. “This alliance with Active Network allows event marketing leaders to elevate both their individual event programs and entire event portfolios by placing them on this proven platform of integrated marketing services and software that can drive better results and ROI.”

Through the new platform of marketing services and software, GPJ and Active want to own the entire event and relationship life cycle, including strategic planning and portfolio analysis, lead management, measurement, event registration, audience, sponsorship, content and event management, and mobile device communications.

“The financial and operational benefits of working through one technology platform across the entire event life cycle makes our combined offering the industry’s first one-stop source for implementing, monitoring, and measuring event marketing investments,” said JR Sherman, General Manager of Active Network’s Events division. “For GPJ’s current and future business-to-consumer and business-to-business clients, the ActiveEvents platform represents the next generation of strategic event marketing technology and one of the most comprehensive event solutions available today.”