Saynor and Fraser were first introduced via a mutual friend from catering consultancy Jardins du Chefs in 2009. Saynor’s industry savvy and contacts, and Fraser’s lengthy experience with technical issues and design files would go on to provide the basis for a long-standing business partnership.
Saynor, who has worked in an event capacity at both Apple and Disney, was looking for a Cannes-based agency for the X Factor USA launch. The candidate had to possess the necessary technical production expertise and local knowledge for a complex and high profile event.
"There were a lot of stakeholders to manage at the event, and budgets were challenging. Sarah instantly got it and was able to find solutions whenever the various challenges presented themselves. We instantly hit it off," says Saynor.
Since the X Factor event, Prime Area and Fremantle have worked together regularly across Europe and in the USA as well as promotional activity in Cannes. The primary focus of their work together comes from Cannes festivals – including the Film Festival, MIPIM, MIPCOM, Tax Free and International Advertising Festival (Cannes LIONS).
Saynor and Fraser have a successful track record, with a launch event for children’s television show Wizards v Aliens singled out as a great example of Saynor and Fraser’s creative work together. Fremantle and Prime transformed a hotel function room at the Carlton Hotel, Cannes, into ‘wizards’ and ‘aliens’ zones, which included the use of fire and ice.
"The events we have worked on together have varied greatly and are dictated by the objective of the event be it to launch a show to international television buyers or to build brand awareness amongst a target audience and/or generate publicity or simply to entertain, reward and impress clients and staff," says Fraser.
Prime Area Events design and produce cocktails and networking parties, press conferences, temporary office design, gala parties, gala dinners and "pretty much any kind of event that you can think of, says Fraser. "It keeps us very much on top of the latest technologies, the best design techniques and the most innovative and awe-inspiring decoration design and ideas," she adds.
Fraser says that no two days are ever the same in her job. "It usually starts with a cup of coffee, and then it can include meetings and calls with clients, venues, suppliers, site visits to work out the technical requirements of an event, sourcing equipment, props, preparing proposals and budgets and researching and familiarising myself with the brand, product, company and the client's focus to inform pitches and proposals," she adds.
Prime’s business is also about relationships and keeping in touch with people and new industry developments. "I'm a member of BAFTA so often attend screenings and also attend new venue as well as launches and event industry events whenever I can," adds Saynor.
Saynor and Fraser say that working together is rewarding. "We work well because we are truly a team and we both know how to stay calm and fix any problem that may come up," says Fraser. "Charlotte is one of the most organised yet creative people I know. She consistently manages budgets, brings great ideas to the table, and is able to focus with incredible accuracy on how to best target and accommodate the reason for the project in the first place."
Saynor adds: "Sarah is incredibly professional and unflappable and she won't take the easy option or settle for just good - the event has to be perfect. If budgets don't allow for something but Sarah feels it is important to achieve the best result she will find an alternative or make changes to ensure it works.
"We compliment each other really well - we respect and trust each others skills and experience and have a similar work ethic. We are both creative and get excited about coming up with ideas and pulling together proposals and whilst I have strong commercial, corporate and brand activation expertise, Sarah has great technical and design skills and of course local Cannes knowledge. Most importantly, we both share a sense of humour and will always see the funny side if we face some challenges in the lead up to an event."
Prime Area Events and Saynor plan to continue their work together with Saynor Events. Meanwhile, Fremantle and Saynor also plan to continue working together.