IN THE LAST 18 MONTHS, STRATA HAS EXPERIENCED HUGE GROWTH. HERE, SIMON HAMBLEY, CEO OF THE AWARD-WINNING BRAND ENGAGEMENT AGENCY, DISCUSSES WHY AMBITION AND BUSINESS DEVELOPMENT SHOULD NOT JUST BE MEASURED IN CLIENT NUMBERS AND REVENUE AND OFFERS A TOOLKIT OF IDEAS FOR DRIVING BUSINESS GROWTH…
I can’t quite believe it’s October. Like many other reputable and ambitious businesses, running into Q4, it’s only natural that you reflect on the year that’s been and look towards a new fiscal year.
I won’t lie. It’s been full-on, and our growth has been monumental. In the last 18 months, we have acquired On Event Production and Trinity Event Solutions, growing the dedicated and complementary services we can offer our clients. But we have not stopped at acquisitions activity.
We have also launched a bespoke rewards and recognition platform called Sherbet, a proprietary technology product developed in-house, and we’ve recruited some of the best minds in the industry, purposely hiring the skills that will help us to both broaden our offer and meet our future business goals.
Recruiting talented professionals like Endellion King as head of incentives and Caroline Lumgair Wiseman as group head of strategic meeting solutions perfectly demonstrates the scale of our ambition, and I believe we have taken significant steps towards becoming the number one challenger agency in the UK and a true voice in Strategic Meetings Management (SMM).
Our acquisition of Trinity Event Solutions and On Event Production has helped us to do that because it has given us access to a diverse range of skills that would have taken years to develop using traditional recruitment methods. Instead, we have taken bold steps to grow at a rate that would/is not for everyone.
Personally, I believe that our acquisition and partnership activity signifies that we have a unique and solid understanding of the current M&A market. We have firmly grasped the nuances that come with joining different yet complementary businesses together. All this has been achieved without loss of talent either through redundancies or attrition. This is a good thing as further acquisitions are planned!
I can’t go into detail right now, but what I can say is that although the businesses we wish to acquire will work independently, we will continue to strengthen our single touchpoint approach that is being recognised and welcomed by clients with open arms.
Clients want a hassle-free experience as they look to save money and increase efficiencies. So, it’s our job to make that happen.
As we look to the future, to 2025 and beyond, we have even bigger plans to grow, taking Strata beyond the horizon. Not just in the obvious measurements of scope and scale, such as revenue, skills, client numbers and headcount. But we know that our experience, values and company culture will expand too.
Businesses that embrace change, adopt a positive mindset and work collaboratively will succeed, so we’re preparing for an intense period of activity that will champion partnerships and teamwork and support personal and professional advancement.
We want our people to move into different roles within the group, have fulfilling careers and put their stamp on all aspects of the business. We are actively encouraging the amazing brains we have within Strata to come to us with innovative ideas that will streamline our processes and increase efficiencies. Even the smallest changes could have a big impact on our growing client roster and the P&L, so we welcome open and honest conversations.
As we take our next steps, this is incredibly important. We want everyone at Strata to take ownership and feel that the business is theirs. Only by working together as a team, with drive and integrity, can we achieve so much.
Simon’s toolkit for driving business growth
This article first appeared in C&IT Magazine in October 2024. Read the full article here.
Event and marketing professionals must create content that cuts through the digital noise and goes beyond demographics, according to an exclusive insights event hosted by brand experience agency Strata at Sea Containers London.
Titled “Unlocking the Future of Content”, the event – comprised of a keynote and panel discussion – examined behavioural science principles, content strategy and messaging.
Strata invited Lea Karam, behavioural scientist and consulting director at human insights agency Behave, to deliver a keynote discussing a changing marketing landscape where all the stages – awareness, purchase, discovery, and consideration – can occur simultaneously.
“The marketing funnel and marketing ecosystem have changed,” said Karam. “It’s not a funnel anymore. It’s a loop. Awareness and action were part of the traditional funnel. At the moment, awareness and purchase and for example, discovery and consideration can happen at the same time. People can know about your event and they can know about your brand. They can know about your purpose before you even speak about it. So it’s really important to know that if you want to speak to a specific audience, you need to get them where they are. You need to get them in their psychological behavioural ecosystem and resonate with them differently.”
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Strata has appointed Louise Greig as Head of Logistics, tasked with delivering world-class logistics solutions to Strata’s ever-growing client base.
Greig’s appointment is the result of significant client growth and continued demand for exceptional delegate experience support.
Greig has over 20 years of experience in the live events industry and joins Strata from Top Banana, part of the TBA Group, where she was Client Services Director.
Andrea Bishop, Director of Live and Virtual at Strata, said of Greig’s appointment: “We are excited to welcome Louise Greig to the Strata family as our new Head of Logistics! With two decades of industry knowledge, she brings a wealth of expertise to our team, and we are thrilled to have her on board at this exciting time for our business.”
Greig said: “As one door closes another one opens, and boy what a door it is! I am happiest in an agency environment working with like-minded people, being inspired by forward-thinking leaders and creating amazing experiences for clients and audiences. Which is exactly why I am excited to join Strata at such an exciting time for the company and to be part of something amazing.”
Greig will be working closely with recently acquired venue finding company, Trinity Event Solutions, to help Strata deliver seamless single touch point delegate experiences for our clients.
Innovative Strategies for Global Event Engagement
For the fifth event in our Making Moments Matter series, we brought together heads of events and marketing from some of the world’s leading brands, to discuss the future of content.
Live events, whether IRL, online or hybrid, remain one of the most impactful ways to bring brands closer to their audiences.
As a result, brands are focusing their efforts on delivering unique moments and experiences that deliver impact, change behaviour, align values and create belief. So what role does content play in delivering that, and how can brands really make content work for them?
We discussed a number of topics, from changing human behaviours and content exhaustion to inclusivity in content. Access our key take-aways here:
Strata has appointed Phil Staines as Chief of Staff, a newly created role that will see Staines assist the agency with strategy development, organisational structure and process, and continued expansion plans.
Staines, who has vast live events and agency experience, will assist the agency’s board, helping it to shape, prioritise and execute strategic business initiatives, including acquisitions and proposition development.
The former Chief of Staff at brand experience agency FIRST, Staines joins Strata following roles at BCD Meetings and Events and Grass Roots also.
He will report directly to Simon Hambley, CEO of Strata, who explained that Staines’ understanding of the sector is a huge win for the agency.
Hambley said: “Phil joins Strata at an incredibly exciting time. He will be working on a variety of tasks, helping us to achieve our ambitious business goals and ensuring slick communication and collaboration across the Strata portfolio and all departments.
“Phil is no stranger to the live events industry so I am certain that his knowledge and comprehension of our exciting sector means he can hit the ground running and help us to achieve amazing things.”
Hambley continued: “Phil’s skill set complements the wider Strata team. I am looking forward to seeing how he can work with the board and push us on our journey, ensuring optimal performance at all times by supporting colleagues, applying critical thinking and inspiring effective decision-making.”
Staines said of his appointment: “I am thrilled to be joining Strata at this exciting juncture, in what promises to be a real time of change and innovation for the Events industry.
One of the things I admired most about Strata is the exceptional reputation it has, which is driven by a truly passionate team. You don’t often get a chance to work with great people, who want to do some great things, so I am excited to get going.
Strata is well placed to help its clients navigate this changing landscape, and I am looking forward to helping the Strata board bring to life some of the ideas and propositions we have in the pipeline!”
Attendees at the Strata insights event, at The Ned in London last week, were treated to a preview of some of the most important tech trends which will shape the events industry in 2024 and beyond.
Speaking to an audience of event industry leaders, three key trends were showcased to help brands deliver greater results through events and marketing in 2024, by Chris Vernon-Smith, Creative Director of On Event Production Co (a subsidiary of Strata).
Tech Trend #1 – Personalisation
Opportunities now exist to personalise content to individuals dynamically, matching the mood and environment. Two examples were presented.
3D Audio Beam forming – such as the HOLOPLOT speakers used at ABBA Voyage. This beams highly directional sound to a specific audience or space. In a conference environment, the speaker could be translated into a different language instantaneously in different parts of the room.
Facial recognition – unobtrusive face recognition technology can gather attendee data with no need to scan badges or QR codes (this can be GDPR compliant). Room engagement could also be measured based on facial expressions meaning an event speaker could detect the mood of an audience through feedback from the tech, changing their energy or delivery accordingly.
Tech Trend #2 Sustainability
Two examples relevant to the events industry were presented.
PET eco-fabric – uses dye sub-printing and water-based inks to significantly reduce emissions compared to traditional print. For every roll of material that goes through the printers, 3,000 bottles are saved from ending up in the ocean or landfill.
Green mobile power – is now delivering the power output and duration to make it usable for large-scale outdoor events.
Tech Trend #3 Immersive Tech
Two ways in which immersive tech can transform event experiences were showcased.
LED film – improvements in LED resolution, power, and price point mean translucent screens on a massive scale can now add new dimensions to event spaces, product launches, and exhibitions.
The Vegas Sphere – mapped with LEDs and functioning as a giant video screen inside and out, produces video that dynamically changes throughout a show.
Giles Cattle, Director of Creative Strategy and Business Development at Strata said, “This was the third in our ‘Making Moments Matter’ Insight Series. First, we looked at globalisation, then we followed up with our Big Budget Debate. This time we gathered together experts, leaders, and visionaries to showcase the predictions and trend insights that will be shaping event brand and marketing in 2024 and beyond. It was an incredibly thought-provoking event and attendees went away inspired.”
Speakers and panel attendees also included Greg Clayton, Head of Markets, Brands and Shoppers Insights at Ipsos, Jen Bonassera, Global Events Director at Charlotte Tilbury, Kristian Cholmondeley, Managing Director at Jeep and Fiona Macnish, Head of Global Events at M&G Investments.
A full insights report from the event will be published in January and will be available on stratacreate.com.
To be the first to receive a copy, please click here.
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