A trade body to act as the voice of the live events industry is being set up by the Association of Event Organisers, the Association of Event Venues and the Event Supplier and Services Association.

The currently untitled body will aim to promote the events medium and work with businesses and marketers to generate research, staff best practice and case studies.

The official launch of the body will be in the new year and will include its name, branding, website and inaugural research project.

An ambassador for the new body, Earls Court & Olympia Group MD Nigel Nathan said, "It will act as a stimulus to champion the very best of our industry and to ensure it is accessible, understood and implemented by global brands and SMEs alike.

"The live events industry has never been so influential - events are really permission marketing in full effect - and I'm confident the work of the new body will show everyone that getting face time with customers is essential to meet your business needs."

Richard Hollis, head of UK licensing for BBC Worldwide, added, "The new marketing body will act as a gateway for brands and businesses to get the most out of live events. Events cement brand memories because visitors respond to the way events reach all five senses, helping customers to inform their purchasing decisions."

ShareThis