5 Minutes. 5 Questions

Alan Perks – Creative Director

  1. How do you approach a new client’s event from a creative perspective?
  2. What new challenges has the boom in hybrid events created for you?
  3. If you weren’t a creative director what would you be doing?
  4. How is the creative process for events different from creating for traditional media?
  5. What strong set of skills do you look for when growing your creative team?

How do you approach a new client’s event from a creative perspective?

Start with the audience and the message; align it with authentic brand behaviour. Craft and amplify an experience that is of the moment, wins hearts and feeds minds.

What new challenges has the boom in hybrid events created for you?

Our emphasis switches from environment to content: few clients are experienced in detailed content storytelling and the requirements of the broadcast schedule. It’s the Gartner hype cycle in action – ‘digital event’ sounds exciting, but it has pros and cons that need learning.

If you weren’t a creative director what would you be doing?

Building a tree house.

How is the creative process for events different from creating for traditional media?

There’s less iteration: Once we have established the creative playbook, defined the territory and built the toolkit, we are a lot of people moving really fast. There’s also a great deal of collaboration with event producers and technical production because everyone, including the client, are ambitious to achieve something amazing.

What strong set of skills do you look for when growing your creative team?

Attitude and aptitude. Craftsmanship; responsibility; and an expectation to always be learning.