The trade body for the experiential marketing sector has closed amid insufficient interest.
The Live Brand Experience Association (LBEA) has folded after operating for less than two years.
Members of the board have voted to cease trading with immediate effect after the revelation that it had not attracted enough membership renewals to ensure or justify its survival.
LBEA was launched in January 2005 amid growing frustration that certain agencies were not being adequately represented by the Field Marketing Council, the body contained within the Direct Marketing Association (DMA) responsible for field marketing and experiential.
In response, the DMA recently established the specialist experiential body the Brand Experience Strategy Group, conceived as opposition to the LBEA.