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The first heat of the competition, which is being organised by Sternberg Clarke in partnership with Event magazine, saw 135 event professionals attend. They watched six acts compete for a place in the Beat the Brief final, which will be held during the Event Awards at Troxy on 2 October.
The acts were given a brief two weeks before the event, which was for the launch of a new energy drink called POP made of British fruits, launching in shopping centres throughout the country. Acts were required to adapt their performance for the brand’s criteria, as well as draw in a crowd and enable people to sample the product.
The six acts performing included BeatVox, Box 9 Drumline, comedian and mindreader Alex McAleer, pun comedian Darren Walsh, gospel and soul duo D’Votion and hula-hooping act The Majorettes.
A panel of industry judges gave the acts feedback on their performances and how well they met the brief. Judges included Lynden Bugler, event manager at British Airways; Adam Sternberg, director at Sternberg Clarke; Samantha Edwards, news editor at Event magazine; Liz Lockard, group events manager at Haymarket Publishing; and Andrew Birnie, general manager at Café de Paris.
Judges shortlisted BeatVox and Box 9 Drumline as the two acts that they felt met the brief the best. The audience was then asked to vote for their favourite act, which was BeatVox. The winning act was presented with a personalised bottle of Champagne by Matthew Young, gift experience manager at Intervino.
Cafe de Paris supplied food and drink on the night. Canapés included goats cheese, mango and sunblush tomato cups; pea and mint arrancini; chorizo and minced pork meatballs; and herb and lemon chicken brochette.
Bowl food consisted of Cumberland Sausage with truffle mash and onion gravy; wild mushroom risotto served with rocket and shaved parmesan; and fish and chip cones. Desserts included dark and white chocolate cups and lemon tartlet.
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