Confidence on increase in sector, says Barclays' head of events

Barclays’ Handley said that the number of events her 19-strong team were expecting to deliver in 2011 had risen to 370, from 200 last year.

"There has been a huge increase in demand from the business for events activity," she said. "Our internal clients are feeling more confident."

Handley was speaking at C&IT’s Corporate Forum, being held at Coworth Park, near Ascot.

Handley added that external perception issues continued, but that by aligning events activity with business objectives, internal clients felt assured in running events.

"Events are vital for communication, education, networking and motivation," she said. "However, return on investment (ROI) is the holy grail of any events organiser. Effective data capture is very difficult."

In order to improve creativity in the events team, Handley said she encourages events executives and co-ordinators to visit art galleries and brainstorm ideas in less formal sessions, as well as using an "ideas" whiteboard for elements such as new venues, rather than simply filing them away.

"Being creative is a huge thing and you can’t be by sitting in front of your computer," she added.