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Redken brought in agency Wolf & White for the first time to transform its flagship symposium into the biggest and best yet.
OBJECTIVES
Professional haircare brand Redken has held its biennial symposium, the largest single-manufacturing event in the hair industry, for 32 years The brand's vision is to give its 'tribe' (stylists) the opportunity to 'Learn Better, Earn Better, Live Better'.
'We accomplish this in several ways but there is only one way that brings the energy of the brand to life and that is through The Redken Symposium,' says Sheri Doss, VP, Redken Education, Worldwide. 'As a brand ambassador for over 22 years, I have seen the events roll past with passion and delight. However over the past several events, I had felt that it needed more - a new energy and vision.'
An event that has always been managed in-house at the New York office by the education team, RS17 was for the first time relinquished to an agency to manage in its entirety.
Following its success with delivering the award-winning Redken Symposium on Tour in Barcelona in...