(AGI) Rome, June 4 - In the year in which Italy has staged itsmost important and celebrated event, the Expo Milano 2015, Romediscussed what changes are necessary for universal events toattract a wider public, but especially without leaving a trace.The discussion took place during the second day of theCommunication Forum, which is taking place at Rome's Cinecitta'studios, where the buzzword was "emotions". All major brandsmust be aware of the need to consider the generation turnoverand what should be expected from an event at a time in whichthe economic return must be maximised. "Events enable us toengage consumers in a one-to-one relationship," said FabrizioNucifora, Marketing Director of Coca Cola. "We elaborate aconcept and we transform it into a physical experience.Involving social media influencers is essential but it iscrucial to to delve into the world of emotions by personalisingcustomers' brand experience," he said. A brand brings with itdifferent values: the family, in the case of Coca Cola, andluxury, in the case of expensive automobiles. "Luxury haschanged radically during the past five years," said CesareSalvini, Marketing Director of Mercedes Benz Italia. Hecontinued: "Ten years ago, it was all about showing off. Today,instead, it's counterproductive both from the point of view oftaxes and also of ethics. Luxury no longer applies to what onepossesses, but to the experience and the emotions that can beexperienced. The luxury experience is not the one I can affordbut the one that has been specifically designed for me. Theevent must be created around the customer, not around theproduct." Luca Tonelli, CEO of the Ventana Group, believes that"now is the best time ever for the world of events.International events are usually fun and enthusiasm is animportant driver. Thanks to networking, this enthusiasm becomesviral and has positive effects on the reputation of the eventdesigner." Mario Buscema, president of Federcongressi, believesit is necessary to consider how the type of people going toevents has changed: "We increasingly see young people of thedigital generation...and this inevitably entails an importantchange in how the event is designed as it stops being acognitive meeting point and increasingly becomes an emotionalexperience. This means involving a multitude of professions.The current tendency is for everybody to be capable to doeverything, a tendency that is short-sighted to curb: we mustride the idea and stimulate companies towardsmultiprofessionalism." (AGI) . .