On the last day of Europe + Asia Event Forum the Plenary session "Customer and contractor: the dialogue in the same language" took place. Discussion about the problems and possible solutions between agencies and customers was held during the session.

Among the participants were Irina Alexandrova, Deputy Sales and Marketing Director of RESTEC® EVENTS (Moscow, Russia), Alexander Vikhrov, Chief Executive Officer and Head of PR of URALSIB Finance corporation (Moscow, Russia), Anna Zakharova, General Director of Engineering Design Event (Moscow, Russia), Marina Kamayeva, Manager Corporate Affairs North, ZAO Philip Morris Izhora (Leningrad region, Russia), Oleg Kuzmin, Chief Strategic Communications Officer, STS Media (Moscow, Russia), Daria Ostrovskaya, Managing Director of RESTEC® MEDIA and other experts.

Strategic Agreement on Mutual Cooperation between Russian Association of Communication Directors and Corporate Publishing (AKMR) and R&C Market Research Company was signed in the course of plenary session.

Tendencies of the MICE-industry in 2015 were discussed. In particular, Kermen Mandzhieva, PR-director of North-West Branch OJSC MegaFon, mentioned that objectives, target audience and budgets had changed. "In 2000-2005, the estimate of efficiency was based on polls' results, personal opinions and sales level. Now it is KPI and reputational audit that are important", she stressed. The members of the meeting also noted that B2C was not a priority anymore and the emphasis had shifted to B2B and B2G. Regarding organisation of events, 3 of 5 event performers are not agencies, according to the statistics given by Kermen.

Oleg Kuzmin, Chief Strategic Communications Officer, STS Media (Moscow, Russia), made an important statement that communication with the audience should keep developing during the crisis.

At the end of the session the speakers made the summary. Comfortable and professional interaction of the customer and the contractor requires honesty and transparency in pricing, as well as understanding of roles and responsibilities. Professionalism and experience of the whole team of the contractor is an important component of successful results. When all these conditions are met, there will be a confidence leading to a significant improvement of the quality of organised events.