Globalisation a growing trend for UK event agencies

A growing number of UK event agencies are opening offices overseas, fuelled by demand from clients and new growth opportunities.

Globalisation a growing trend for UK agencies
Globalisation a growing trend for UK agencies

Last month, Noble Events opened an office in Dubai - its first outside the UK - while Ashfield Meetings & Events opened its third office in the US with a new base in California.

Imagination and Sledge also both recently expanded into Dubai, and WRG opened in Basel to target pharma clients.

Meanwhile Banks Sadler - which already has offices in Europe and the US - appointed Robert Kenward from Sledge last month to take on the new role of global development director, which will include increasing the agency's global portfolio, particularly in Asia.

Several agencies said growing client demand in those territories had spurred the decision to open offices on the ground.

Noble Events managing director Penny Noble said: "We have a solid existing client base in the UAE, and already deliver a number of events in the region. As a result of our local activity, we have also identified new client opportunities, which are better developed by having a local presence."

The Appointment Group is planning to recruit a new events team in the US - it already has an office in New York offering other services - and agrees that a local team is key to growth.

Sam Robson, group events director, The Appointment Group said: "While we manage the majority of the events for our US client base from our London head office, we plan to move this to locally based American offices in 2015. It's now time to strategically activate an events team to service the growing requirements and logistics demands of our US client base."

But it's not just UK agencies expanding overseas. A number of international agencies are also eyeing the UK C&I market.

Filmmaster Events, which counts brands including Maserati and Unilever on its client list, has opened an office in London, while Ibiza-based Six Communication has launched its first UK office.

Antonio Abete, Filmmaster Events CEO, said: "The new opening in London is not our final objective: it is a step forward in the process of internationalisation which we have been working on."


'Globalisation' started in corporate travel in 90s. New trend in events & MICE driven by procurement

We are set to open 3 international offices this year, as we recognise the need for face-to-face business

Our global operations are positioned strategically to meet the needs of our clients.

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