I got into the event industry because I was working for a traditional below-the-line agency and we sold in a couple of experiential roadshows for Nintendo and Samsung, which I went on to deliver. To be honest, it was a complete accident, but I have never looked back.
I have worked here since January 2010.
I was attracted to this particular role because the agency had a great client base and was primed to develop an in-house experiential team. I was delighted when they picked me to lead it.
Not many people know that I spent 18 months renovating a chalet in France only for it to burn down after the first week of having guests. At least I learnt something though: always make sure your builder installs your log burner correctly...
My worst experience at an event was when my new account manager collapsed and started having an epileptic fit behind a set of reception desks just as an event we were organising was about to start. I didn’t know he suffered from epilepsy, so it was a shock to say the least.
If there’s one thing I’ve learnt it’s to be honest and always manage your clients’ expectations.
The best event I’ve been involved in was when we re-created five Xbox games for FHM and brought virtuality to reality. The trip spanned four continents, over 40,000 miles and involved 12 flights in 15 days. It was the experience of a lifetime.
If I could do it all over again I would not change a thing. There aren't many careers I know that would take you round the world with five FHM honeys.
The one thing I can’t stand is agencies that present concepts that can’t be delivered, but because they won a pitch on the basis of that idea, it’s generally too late for a client to re-start the process, so they are appointed by default.
Outside of work I spend my time with my family, playing squash, skiing, downhill mountain-biking and enjoying holidays in the mountains.
If money were no object I would spend my life renovating property and travelling back and forth between the Alps and London – my two favourite places in the world.
The one thing I can’t do my job without is my phone.
If I could switch places with anyone else in the industry it would be Lord March, founder of Goodwood Festival of Speed and the Goodwood Revival. The Goodwood festival is great fun whether you’re there as a spectator or running a product launch or campaign. Watching the world’s most amazing cars go up and down your drive from the comfort of your own home, for four days every year and getting paid for the privilege...now that’s the way to do it.
If I ruled the event industry I would standardise the measurement process and make it mandatory for every campaign to be effectively evaluated. That way clients could see the value of experiential when it works and the failure if it doesn’t.
If you'd like to be featured in a future My Event World, email associate editor Rachel Bull.
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