How did you get into the industry?
Before joining the events industry I worked in TV, making documentaries in trouble spots like Northern Ireland and Albania. The skills you learn in TV are a good grounding for events and in 1998 I answered an ad in the Guardian Media and got my first job at an event agency.
How has business developed for you over the last few years?
We started Live Union in 2009 based on a belief that the value of delegates attending events had shifted, yet how businesses deployed events remained largely unchanged. We’ve been helped by the tough economic climate; clients are looking to drive more value and are open to trying new things. By focusing on innovation in order to drive delegate value we’ve built a great client list.
How is the event business faring?
I think it’s in great shape. The recession stripped out any inefficiencies and the integration of digital channels is driving new creative ways of designing events.
What’s been the most difficult situation you have had to deal with?
Hearing from a client post-event that they wished I’d pushed harder to persuade them to adopt a creative idea that I’d wanted to happen. Lesson learnt!
What do you like about the meetings industry?
Events haven’t changed much since the days of the Roman Forum, but as live and digital channels merge we are seeing an amazing spike in innovation. A whole host of new formats and delegate experiences are becoming possible – that’s incredibly exciting.
What frustrates you about the industry?
Generally, we do a bad job of positioning events as a communication channel. We allow too many conversations to start with venues and logistics as opposed to the comms challenge and delegate value.
Time-saving tip for organisers?
Eat a live frog for breakfast. This was actually Mark Twain’s tip. What he meant was start the day by completing a task you’ve been dreading, you’ll get stuff done and the rest of the day will seem like a breeze.
Funniest moment experienced at work?
Goats! We were producing an event in South America and got a call from the production team to say they were struggling to clear the venue of a herd of goats.
Prediction for the future?
Delegates will get even more value out of events.
This was first published in issue 73 of CMW. Any comments? Email cmw@mashmedia.net
