I got into the event industry because I worked with and managed John Simpson (BBC world affairs editor) and saw an opportunity to be his agent and promote him on the UK speaking circuit and at international events. It is an exciting, fairly new industry, with the oldest agency in the UK being less than 35 years old. There was an opportunity to develop a business and to do things differently. When I had success with building John’s and other clients’ careers in the industry, I was driven to do more and, with my husband’s help, built our brand. Kruger Cowne has become known as one of the top speaker bureaus and talent management agencies both locally and internationally.
I have worked here since 2001 when I established Kruger Cowne Talent Management. A lot of hard work and perseverance went into it, but it all paid off.
I was attracted to this particular role because it was a challenge and I needed to start something new. There is no bigger incentive in life than the need for something. It’s so much more inspiring needing something rather than wanting something. I saw a gap in the market and took it. I was passionate about the idea and privileged to have the opportunity to work with some of the world’s most influential and inspirational people.
Not many people know that most speaking agents in the UK are not in the slightest bit transparent. They do not actually represent the talent and have no contractual agreement with speakers. They are just bookers, intermediaries between the customer and the talent. In many instances, the talent have no idea what the customer is really paying or what fee the ‘agent’ has taken. We don’t work like that. We are completely open and actually do have contractual relationships with the people whom we represent.
The best event I’ve been involved was certainly, One Young World, an annual youth summit for people aged 18 to 30. One Young World has grown into an international success over the past six years. We’ve been privileged to be involved since the outset. Kruger Cowne assisted with the inaugural event in London, supplying high-profile speakers and continued to work with them in different countries around the world ever since.
Each year we manage to put together a most wonderful line-up of speakers, counsellors and panelists. The summit has become known as ‘The Davos for the Young’ and has had the great and the good attending and taking part. It is the prestige of this dynamic event that attracts people like Bill Clinton, Kofi Annan, Sir Bob Geldof, Archbishop Desmond Tutu, Fatima Bhutto, Boris Becker, Jeremy Gilley and Crown Prince Haakon of Norway.
If I could do it all over again I would do nothing differently. I’ve learnt so much and have become the person I am today, because of my incredible experiences in life. I’ve travelled the world, met some of the most inspirational people, I’ve experienced failure and I’ve experienced success. By learning from my own mistakes, I’ve become a better person. I’ve learnt what patience and understanding are all about.
The one thing I can’t stand is dishonesty. I want to be treated by other people in a fair and open way. I don’t want to be lied to or treated as a fool.
Outside of work I spend my time in the African bush. I am passionate and deeply concerned for nature, wildlife and conservation. I love animals and all living things. Our planet is the most beautiful planet we know and I feel it, live it, breathe it when I’m in the deepest depth of nature. It’s the only place I feel completely at ease and relaxed and I wish more people could experience it in the way I have done. I’ve been immensely lucky in that respect.
If money were no object I would start a number of animal sanctuaries around the world. Particularly for working animals - donkeys, horses and camels, as well as sanctuaries for abused Staffordshire and other bull terriers. I would enlist anti-poaching units in vast numbers throughout Africa and employ the very people who poach to survive, and at the same time teach them the value of nature and wildlife. No effort would be spared to stop the poaching of vast numbers of elephants and rhinos. On the business side, I would headhunt and employ the best of the best.
If I could switch places with anyone else in the industry it would be nobody. I am thoroughly enjoying the way my business has grown organically. Every day is new and different and I look forward to the challenges, the ideas, the people. It’s still an exciting adventure and I look forward to each new aspect of the business.
If I ruled the event industry I would definitely have more fun. There are such wonderful things one could do with events these days. A new client of ours is a lady who runs her own events company, Meredith Bespoke, and macaron business Ohlala. She is a dynamic girl with flamboyant, creative ideas. Her events are bespoke and full of magic, colour and fun - much like the high-profile individuals she, and we, work with. She amazes me with her huge imagination and the fact that she implements her ideas so pleasurably – her events are a joy.
Want to be featured in a future My Event World? Email news editor Samantha Edwards for further details.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by