In partnership with the Digital Marketing Institute, Downie will bring together digital specialists to educate event professionals in how best to utilise digital marketing tools available to the industry.
The Alchemy Partnership has also partnered with EVCOM, where Downie was one of the founding organisers of the Summer EVCOM event, which takes place today (17 September), to offer its services to the association’s members.
Downie said: "Digital marketing is becoming increasingly important in the events industry.
"The ability for event professionals to understand how to utilise digital techniques to support events has become a necessity but not nearly enough event marketers are properly trained in the discipline of digital marketing.
"I saw a gap in the market to bring this critical training to the events industry so by partnering with the Digital Marketing Institute (DMI) I can help bridge that gap."
As a result of the collaboration between The Alchemy Partnership and the DMI, the Institute will offer its Professional Diploma accreditation to the events industry for the first time.
CEO of EVCOM, Marco Forgione, added: "Over the coming months we will be working with The Alchemy Partnership to provide EVCOM members with training, advice and guidance on digital marketing."
Downie will officially launch The Alchemy Partnership at Summer EVCOM today (17 September) at London Olympia.