I got into the event industry because initially I wanted to work in advertising, but while I’d had some work experience during university this wasn’t enough in what was then a very competitive landscape. I thought I’d get a job for a year below the line, this would give me the experience required, events seemed fun and then I’d go back; 17 years later and I’ve never left.
I have worked here since founding the agency in 2010.
I was attracted to this particular role because it allowed me to fulfil that entrepreneurial dream of being my own boss, having the autonomy to chose the strategic direction of both the company and working with clients and people with shared ambitions.
Not many people know that I am a Star Wars fanatic (original trilogy), so much so, I have a Star Wars tattoo on my back.
The best event I’ve been involved with was Cadbury’s sponsorship of the London 2012 Olympics. A three-year relationship with Pretty Green in delivering their experiential events throughout the UK in the lead up to the main Olympic event. This manifested in ‘Cadbury House’ at Hyde Park - an immersive integrated experience showcasing the brand and sporting disciplines; with a significant investment, and more than 120 brand ambassadors on site for the 17-day event there was more than its fair share of focus, importance and fun.
If I could do it all over again I would start my own agency sooner. While I loved working at my previous agencies (it was imperative to learn the ropes from them) the excitement, the unknown, the highs, the lows, with the day-to-day challenges to ultimately seeing the agency thrive is personally far more rewarding than just growing your own department.
The one thing I can’t stand is people who walk along with their phone during the commuter rush playing Candy Crush or updating their Facebook status, bad manners and over-cooked eggs – no excuse for nearly ‘hard boiled’ when your order an Eggs Benedict.
Outside of work I spend my time with my wife and twin daughters, going to the gym, cooking and socialising with friends.
If money were no object I would retire, spend a month on Necker Island, buy and drive some super cars then when I got bored, set up another business in the luxury wine market that involved extensive travel and events with a healthy holiday policy to be with my girls.
If I could switch places with anyone else in the industry it would be Maggie Perry, she’s an associate manager in our agency. Young, beautiful and ambitious, the complete opposite of where I am today.
If I ruled the event industry I would set up a governing body equivalent to the ASA that would regulate the experiential marketplace. This will ensure best-in-class creative work, safer insured campaigns and help regulate relentless price driving wars, that ultimately devalue the industry. I.e. the current entry levels for trading in our sector are too easy, with any ‘one-man bands’ trading from their kitchen table presenting three issues. This includes creating a price war, failing to operate the required health and safety standards and delivering questionable creative solutions.
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