he events industry has
evolved so much over the last
decade that having a thorough
events strategy is as
important as having a good
communications strategy. So much
so, that we will soon see a new era
of agencies offering a more
cohesive offering. Pure Events has
repositioned itself as Pure
Communications Group. CEO
Charlotte Gentry answers our
questions.
Tell us about the repositioning
of Pure.
Pure Events is expanding its
offering, becoming the Pure
Communications Group, which is a
natural progression for the growing
industry demand for an integrated
service offering. We have become
well known in the industry for being
experts in execution and delivery.
What a lot of people don’t know is
that there are a lot of other
elements which are incorporated in
the overall events strategy which
involves strategic questioning and
thinking. It is not just about the
execution and the production. By
altering our positioning, we are
showcasing more of what we
actually do.
Why did you decide that now is the
right time to do this?
We have always planned to confirm
this in March, and work on this
project began last year. We initially
decided we were going to have a
good look at our website and move
that forwards because it was static
in the way it was projecting itself. We
needed the site to be much more
visual and incorporate video content
to really showcase the expanse of
what we do and where the industry
IT’S A
COMMS
GAME
EVCOM chair and Pure
Communications Group CEO
Charlotte Gentry has repositioned
her agency to encompass
more thorough communications
strategies for brands
is moving. The industry is moving in
a more content-led direction and as
much as we are producing content
for our client base, a lot of people
didn’t know that is what we have
been doing, and our website wasn’t
presenting that message.
What extra services can your
existing clients look forward to
and what will new clients be
interested to learn about this?
A lot of what we are doing is based
around content production through
live streaming, video and digital
messaging, and creative design of
the event. The content design is
working with the client to
understand their messaging
internally and being able to project
that to an audience, internal or
external. We work with the client to
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Agency Eye
deliver this
message through
means such as video, live
streaming, presentation skills etc. It
is looking at the objectives from the
very beginning. We have often
ended up obtaining the event brief
but have not necessarily always
been involved in the strategic
conversation from the very
beginning. So, we are asking ‘why’,
‘why are you planning on doing
this?’
Should brands seriously consider a
joined-up communications and
events strategy; are they linked?
They are intrinsically linked, there
are a number of agencies that have
been discussing and producing this
with their clients. As have we, for the
past 18 months, because it is a
strategy that has become
increasingly more important. The
value add to the client needs is now
based on executing the strategy of
what they’re trying to achieve, not
just looking at the event execution
and design. The event is really the
end product of the overall strategy.
This is becoming more important,
as is communication in the wider
sense.
Live events will always be
important and how you execute, and
deliver is paramount to its success,
however, the creativity around the
engagement, creativity and the
content is a fundamental part of
that success.