AEO agency to sell live events

Wednesday, December 16, 2009

The AEO launches a new marketing agency dedicated to promoting the events industry next month.

Founded by the Association of Event Organisers, the Events Industry Alliance and the Event Supplier Services Association, the body will sell the value of live events to marketers and business leaders.

The name, branding and website for the new body will be unveiled early in the new year, but Austen Hawkins, chief executive of the AEO, told EN that it will launch with a “fantastic piece of research to prove the how, why and power of live marketing.”

Almost eight months in planning, the agency’s key objectives will be to drive sales and revenue, enhance customer relationships and deliver customer insight through market-led research. It is being funded until the end of 2010 by the AEO and the EIA, which have contributed £150,000 and £50,000 respectively. Hawkins says the AEO aims to raise £300,000 annually to support the organisation from 2011 onwards.

A number of industry personalities will act as ambassadors for the body including Doug Emslie, group MD of Tarsus Group; Paul Byrom, MD of Upper Street Events; Chris Hughes, MD of Brand Events, Nigel Natham, group MD of EC&O; Steve Barratt, chief executive of Early Action Group, Alastair Gornall, CEO of Reed Exhibitions and Austen Hawkins, who will lead the organisation until it grows to a level to support its own chief executive.