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EMMA: Enriching market solutions for content management and publishing with state of the art multimedia analysis techniques, H2020 IA, 2017-2018. EMMA will transfer state-of-the-art technology in multimedia analysis from the labs to creative industry SMEs, more specifically to solution providers for the media management, branding, marketing and communication. This new technology will enhance existing commercial services, helping SMEs that are active in these sectors to solve current needs of their customers, and thus become more competitive in their market. EMMA focuses on two application areas, tourism and events, addressing the needs of destinations, and events to better drive, connect and engage with audiences. The impact in these vertical markets is huge, since both are among the key industries in Europe.