d’Events promises brand experiences

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LUCY D’ABO: events should reflect the brand image of the client.

Increasing client sophistication requires greater attention to detail when planning events.

Brand awareness is key to securing repeat business, according to corporate event management agency d'Events.

The firm differentiates itself from other event management companies through its attention to detail and dedication to brand promotion, according to managing director Lucy d'Abo.

"The big difference is that a lot of destination management companies have a very formulaic approach to managing the enquiries that come in - it's not very brand or company specific," d'Abo told MIME.

"We always look at it from a brand perspective so the kind of proposals we put together will be much more relevant to the client what they are trying to achieve. That is what events are about - brand experience.

The firm already boasts an impressive portfolio of big-name clients, including Tag Heuer, Emaar and Visa, and plans to grow the company in tune with the increasing demands of the market.

"It is definitely becoming a lot more sophisticated in terms of the client expectations, which is great from an agency point of view because it helps you to drive yourself further if your clients want to do more and expect more," said d'Abo.

"The last three and a half years have been really interesting. Initially people were concerned that they had to follow the traditional way of doing things, but now the concept of doing new things is really being embraced.

Recent events managed by the company include a product launch for MBC Action; a television channel dedicated to shows including US hits Prison Break and Lost.

d'Events built its own mock-up prison on Jumeirah Beach, into which delegates were led by armed guards for a cocktail reception before staging a dramatic prison break of their own and reconstructed the wreck of an aircraft to recreate the dramatic opening scenes of Lost.

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