Preston – who was director of EMEA at Active Network but was made redundant at the end of last year – has set up the company with a team of four other marketing professionals.
Working alongside Preston are:
- Richard John
- Laura Merchant
- Michael Westcott
- Trish Thomson
Preston said: "I am a great believer that technology has to be of value to the attendee, organiser and exhibitor at an event. Delegates are starting to critique presentations in real-time [using technology] and the key is to be able to react and not be afraid."
He added that while many attendees are now using social networks including Twitter, Facebook and Linked In during events, the key is how to manage the information gained.
"All digital assets are highly measurable so it must be planned with as much rigour as everything else at the event," said Preston. "Technology shouldn’t just be given to the IT department – it is not a separate discussion."
Active Network – which works with clients including Cisco - recruited former Eventia chief executive Izania Downie as senior sales strategist for its EMEA division in January.