The culmination of the project is a tribute event which has been described in the press as "the Oscars for branding". This event attracts a great deal of media attention and representatives of each brand are presented with their Superbrands tributes in the presence of senior figures from the industry and their peers. The event is a premier marketing occasion, attended by the media and a large collection of senior executives and brand guardians (including many Chief Executives and Managing Directors). The evening is a celebration of branding, and is used to showcase participating brands. It also acts as a highly successful networking opportunity which facilitates intimate building of relationships between executives and rewards members with a privileged opportunity to listen to and interact with authoritative experts.