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.


In Pictures: Agency Forum 2015 day one

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