I got into the event industry because I previously worked in performance art and theatre, producing shows outside and in unusual places like market buildings and abandoned railway stations. I recognised an opportunity to introduce theatrical elements to commercial events and thought this would allow me to create compelling work without having funding issues to contend with.
I formed Timebased in 1996. At first our key clients were other events companies and caterers who commissioned Timebased to develop creative ideas for shows and presentations at their events. We quickly started to establish our own client base and Timebased then started to offer comprehensive event design, production and management services.
Not many people know that before the London 2012 Olympics, Timebased designed and produced three huge, complex events on three consecutive days, in three different locations around Delhi in India. It is the only time I have cried at an event. It was such a colossal project that required an overwhelming use of local labour for delivery and we were so pleased with the spectacular results.
The best event I’ve been involved was, and is, GQ Men of the Year Awards. I’m immensely proud that Timebased have now been designing and producing this brilliant, high-profile event for 17 years this year, and it’s been fantastic to see the event grow in stature and impact every year.
If I could change one thing in the industry it would be to emphasise the importance of events as a key marketing strategy in its own right, differing considerably from other mediums such as advertising and digital. Events offer that immersive and all-powerful face-to-face experience that creates emotional bonds between the brand and its audience, adding great value to brand credentials.
The one thing I can't stand is... well actually the two things, I can’t stand are chocolate fountains for kids and vodka luges for crazed adults.
Outside of work I spend my time with my family and playing golf as often as possible with friends. Golf is a brilliant sport for a change of scene and the change of pace, in between organising events.
If money were no object I would build a world in space. I find astronomy fascinating and love to encounter space first hand. I’d also like to create the first event in space – the ultimate immersive experience.
If I could switch places with anyone else in the industry it would have been Danny Boyle as it would have been fantastic to create a spectacular opening ceremony for the London 2012 Olympics in our own backyard. It was a seriously impressive event – he certainly deserved all that praise.
If I ruled the event industry I would make the working week four days long for people working in events as we really do work long hours.
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