Corporates: need for more 'professionalisation' in events sector
26/07/2011
The events sector still has work to do before it is recognised as a professional industry, according to corporate organisers at a round table discussion and dinner hosted by events and communications company First Protocol.
‘Food for Thought’, performed under Chatham House rules at the InterContinental London Park Lane, included representatives from the media and financial services sectors.
Attendees discussed that, even within some large corporates, event organisation was still perceived as glamorous. Graduates of university events courses were educated to a high level but there was a need for a greater push towards professionalisation in terms of unified certification. The lack of a unified ‘voice’ for corporate event organisers was also raised, given company compliance issues that often did not allow industry comment. The discussion raised the possibility that the growth of the Council of Protocol Executives (COPE, www.councilofprotocolexecutives.org ) in the UK could help provide this voice.
Attendees discussed post-recession business and the resulting culture of ‘working harder and smarter’. They noted positive signs in the corporate events sector, including recruitment, particularly for contract work.
However, a solid business case is now essential for events to be signed off and budgets are still being heavily scrutinised. Suppliers’ willingness to be flexible remains important for corporate buyers – especially when any added benefits were given as added value at the event. Attendees noted accepting other booking incentives was increasingly difficult under compliance rules and even attending familiarisation trips was sometimes difficult. Concerns over the new Bribery Act had in some cases led to a reduction of corporate hospitality sponsorship and there was a wider push for transparency overall.
First Protocol is a leading event marketing agency providing event management, production, creative and consulting services to a diverse range of clients around the world. First Protocol works with some of the most respected brands across the finance, professional services, aerospace and defense, media, healthcare and education sectors, advising them on their event marketing strategy and delivering complex event solutions that fully integrate with the wider marketing mix. First Protocol is a shareholder owned and managed business with offices in London, New York and Los Angeles.
For all enquiries, please contact Simon Mogford, simon.mogford@firstprotocol.com
