06 | BrandEx 2024
17.-18. JANUARY 2024

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Patrick Roubroeks

Creative Director at Xsaga

12:00 – 12:30
How eventmarketing saves the world of retail

Stage: 70s STAGE
Format: Power presentation
Track: No Borders

The world of retail, of shopping in city centres or even in the bigger outlets, has changed dramatically in a couple of years. It seems we all started buying online overnight…All across Europe city centres are struggling with the lack of occupancy. Do we still want to go shopping? Yes, we do. Of course, but our demands changed. The solution for retail? Eventmarketing, experiences, creative, smart and effective. XSAGA, one of the leading Dutch eventagencies, has a legacy on this subject. Turn on the Lights for retail chain De Bijenkorf is already a phenomenon for years. This year the famous Designer Outlet, just across the German border in Roermond, also used eventmarketing to boost their sales. A success story about smart and strategic use of events and live within the retailworld.  

Patrick did his internship at NOS (the Dutch broadcast foundation), followed by a permanent position as editor producer (1988-1995). The next six years were spent as executive producer at Idtv Arts & Events, before starting Xsaga in 2001, of which he is Creative Director. Patrick takes a curious and creative look at the world around him. He sees and grabs opportunities that someone else wouldn’t see. For the last couple of years he has been a board member of De Grote Prijs van Nederland, chairman of the board of the Amsterdam Poëziefestival and board member of Adcn. His agency Xsaga is multiple event-awardwinner.