He criticised existing lobbying campaigns for not being clear and sending "muddled messages" to those in power.
"We need to look at how we turn a series of ad hoc projects into a long term strategy," he said. "We need a coherent campaign, with a clear objective that speaks consistently across the board. We are a very nuanced and fragmented marketplace at the moment and when we all get in a room we all bring our own personal agendas, not the wider agenda."
Halwagi spoke about how the AEO’s research initiative Face Time is helping prove the effectiveness of face-to-face marketing. He believes the various trade associations need to come together and set three clear objectives.
"It is this lack of focus that is the problem. We’re trying to do too much, we need to simplify what we’re doing. If we could come together through one campaign one goal and show unity people would start to believe in it," he said.
The Guide Live Out of London continues today at the Silverstone Wing. This afternoon guests will be given the opportunity to take part in a driving experience around the famous track.
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