North-West-based The fresh Group has hired Alastair McCall as its new content director, the events agency has confirmed.
McCall will oversee the content creation and management for many of fresh’s client list, including Hyundai, DFS, Dixons Carphone and Santander.
He will work with clients on scriptwriting and content direction during the build-up to an event, as well as through the whole process, coaching presenters in rehearsal and on live days.
McCall said: "Having worked with fresh in a freelance capacity, and created some great things together, it made perfect sense for me to make the move and become a member of the family.
"Telling an effective story at a live event and wider communications is more critical than ever, and it’s great that fresh now have the in-house capability to do that for more of their clients."
Director of strategy Michael McCabe added: "Alastair will work with our clients on bringing a clear narrative to their presentations, messaging and brand stories within our live events, which all link back to the outlined strategy and objectives."
McCall is a relative newcomer to the events industry, having trained as an opera singer and psychologist, and with a background in theatre performance and direction.
He decided to transfer his skills as a performer into the corporate events market in 2016.
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