I got into the events industry because I didn't want to be a solicitor. I left the LPC after realising that it wasn't for me and I needed something more creative to keep me interested in my work.
I have worked here since June 2008, and in the industry since February 1998.
I was attracted to this particular role because Line Up has a magic combination of extremely talented people, great clients, a huge imagination and most importantly, we all have fun doing what we do. I also liked the idea of adding another string to the bow of an already exceptional agency.
Not many people know that I used to go to the Whirl-y-Gig. A slightly weird but legendary dance club in London.
My worst experience at an event was getting a call from the production manager at 2am saying that the event in Victoria station for a web portal brand that was starting in four hours had no ISDN line because someone had installed it at the wrong site. After quite a few phone calls and a little bit of extra cabling we managed to get it ready for the opening. Just.
If there's one thing I've learnt it's never be afraid of saying ‘no'.
The best event I've been involved in was Airwaves Dropzone that toured festivals in the summer of 2004. We created an enormous drop slide that scared the living daylights out of people.
If I could do it all over again I would stop more frequently to enjoy the moment.
The one thing I can't stand is negativity. And beetroot. I really hate beetroot.
Outside of work I spend my time with my family and my Xbox.
If money were no object I would spend more time with my children, drink better wine, buy a Ferrari and paint it British racing green.
The one event I will never miss is the birth of my children.
The recession has meant that it's a little more challenging convincing clients to change from their incumbents, so I spend more time on the phone helping them understand what an incredibly safe pair of hands Line Up is.
The next 12 months will be brilliant. People are starting to get their budgets back to pre-2008 and general confidence is increasing.
If I could switch places with anyone else in the industry it would be no one. I love what I do, the people I work with are great fun and we create some of the best experiences and events in the industry.
If I ruled the event industry I would firstly help even more people understand that experiential marketing is a mindset that pervades all forms of media and secondly, ensure that events are always a consideration of the marketing mix at the planning stage.
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