Agency Forum: 'Think big in the boring' says London 2012 brand director

Speaking at C&IT's Agency Forum 2015, Greg Nugent, brand marketing & culture director, London 2012 - LOCOG, outlined the key criteria for a successful event.

Greg Nugent, brand marketing & culture director, London 2012
Greg Nugent, brand marketing & culture director, London 2012

The end experience

"It is customers, not budgets, that should define events," said Nugent, suggesting that event planners should think more creatively to be successful. "At the Olympics we needed something that would really grab our audience." He stressed that from the very start of the planning process the team was thinking about what the audience wanted, not how they wanted to deliver the event."

'Think big in the boring'

To be successful, event planners should utilise creativity at every part of the planning process, not just the fun parts. "While the big picture is always on both agency and client minds, event planners should be ‘thinking big in the boring’", explains Nugent, by concentrating creative energies on the things that seem less important, or less exciting,

Working together

Without all sectors of an agency or events planning team coming together, delivery is next to impossible. "During the Olympics there were three things we needed: Competence, connections and celebrations."

Importance of ironing out issues early

"When we met for the Olympics in 2009, we established there were 702 problems to be worked out," says Nugent. "From technical issues to not having an ‘entry statement’ for people coming into the country, we established very early on that there were issues to be addressed." He says that by outlining and being honest about issues as they arise, it makes it easier for event planners to deal with.

More:

In Pictures: Agency Forum 2015 day one

• For more breaking news, as well as in-depth features and case studies, sign up to C&IT Magazine's daily Newstracker here

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Case study: PPA Festival at Tobacco Dock

Case study: PPA Festival at Tobacco Dock

The Professional Publishers Association held an education festival in May 2018 with guest speakers including politicians and actors.

New director and event coordinator for Pure

New director and event coordinator for Pure

Agency promotes client services director and hires event coordinator to strengthen the team.

Loganair to take over cancelled Flybmi routes

Loganair to take over cancelled Flybmi routes

Glasgow-based company Loganair has stepped in start flying five of Flybmi's routes from next month.

How to increase your sustainability credentials

How to increase your sustainability credentials

Sustainability can be achieved with simple actions, says Elizabeth Thomas from the International Corporate Governance Network.

London venues hosted 37% more events in 2018

London venues hosted 37% more events in 2018

Year-on-year increase from Unique Venues of London shows strong demand for events in the capital.

Why you should design human-centric experiences

Why you should design human-centric experiences

At EMEC19 in The Hague, Kim Myhre of MCI Experience gave an insightful talk on design-thinking in events.

New event producer for HGA

New event producer for HGA

Becky Jones-Williams has previously worked at Event Concept and will work for clients in a range of sectors.

Stagestruck adds event producer to team

Stagestruck adds event producer to team

Sarah Saward is joining the business as a group account director, with responsibility for a portfolio of blue-chip clients.

Incentive review: Club Med Plantation d'Albion

Incentive review: Club Med Plantation d'Albion

With dinner and champagne on a paradise beach, the white sands and the turquoise coral sea ocean of Mauritius are hard to beat.

Premier Events acquires Collective Minds

Premier Events acquires Collective Minds

Acquisition of Leicester-based events agency is part of growth plan to reach £5m turnover and 50 staff.

LATEST JOBS