60 Seconds With... Bluehat Group's Anita Lowe

C&IT headed to The View From The Shard to catch up with Anita Lowe, who joined Bluehat Group yesterday (5 January), to find out her plans for leading the agency's new venues and events division.

60 seconds with...Bluehat Group's Anita Lowe
60 seconds with...Bluehat Group's Anita Lowe

What attracted you to Bluehat Group?

When I was CEO of Venues Event Management we looked at some key strategic partners and we chose Bluehat Group because they had such a good reputation in the industry and they had such strong values, which was really important to us.

These values included how they look after its clients, how they look after its team and how they develop its team. All agencies should be ensuring the values that they have they give to their clients and we felt that we both shared the same ethos.

Anita Lowe joins Bluehat Group to head up its new events division

What will your new role involve?

We’ve opened up the new office in Swindon, so we now have three offices in the UK, and the focus has been very much on how we create the venues-and-events division for Bluehat Group.

We’ve got a team of people that started yesterday in Swindon and my focus is making sure that we work as one team to deliver more to our clients than we’ve done previously by being able to find the venues for them and deliver the whole events strategy.

And what is the Bluehat Group’s event strategy?

We want to make sure we can create a structure and strategy for our clients that is going to help them deliver the right kind of event. Nowadays there are so many different ways you can deliver events and it’s not just booking a venue and having an event where you invite a few hundred people.

There are so many different ways you can engage and that’s what we want to do for our clients. We want to recommend and be really consultative to them and offer a fresh approach to their events strategy. It’s about closely engaging with our clients and being that right hand to them.

How does this role differ from your previous position at Capita Travel & Events?

My last role was in a much larger organisation. We sold Venues Event Management to Expotel and then that got sold to Capita, so in that role it was very much looking at the meetings and events strategy but also working predominantly on the integration of the four different brands. It’s quite different to now, where it’s back to being with a slightly smaller agency. 

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