New Look's conference strategy

The fashion retailer chooses London for global gathering

CLIENT: New Look

EVENT: A conference for 850 staff from across New Look held on 23 September 2008. It was the first large-scale staff gathering for the fashion retailer in seven years, and in that time the number of employees has doubled and the chain has expanded into international markets. New Look head of communication and social responsibility Marie Tysall-Blay said: "We wanted to be able to tell people how much we've achieved, where we are now and our vision for the future."

DESTINATION DECISION: Central London was chosen as the destination for this conference and agency Fresh Group was briefed to find a venue capable of hosting 850, with flexibility for a main session, breakouts and a fashion show.

STRATEGIC HURDLES: Although agency Fresh Group had the brief some time in advance, Tysall-Blay only joined New Look seven weeks before the event and a venue had yet to be confirmed. Old Billingsgate was secured, however this posed further challenges. "Although we had access to the venue from 6.30am on the Sunday, the roads around the building were due to be closed for a road race, so we only had two hours in which to unload," said Tysall-Blay.

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