“ It ’ s seizing a digital solution to the trade show experience ,” Jones says .
As a business , Jones says RX remains acquisitive . “ We ’ re hungry . We have our chequebooks open ,” he says . But he ’ s only interested in innovative and forwardthinking markets .
“ We are certain there is growth potential in a number of new market sectors , but there ’ s also plenty of opportunity in old sectors re-energised by new tech , housebuilding , auto shows , green tech , mobility , healthcare just to name a few .”
In January they acquired BigData LDN , which he says “ fits beautifully into what we think is a growth sector ”.
In April 2021 Reed Sinopharm Exhibitions , the joint venture between RX Global and the Sinopharm Group , acquired a majority stake in the China Hospital Construction Conference .
“ Buying that in the middle of Covid-19 made great sense ,” says Jones . “ From how you paint the walls with anti-microbial paint , to how you lay out a hospital now that we have learned so much about how diseases transmit from one ward to another . We thought it was very timely and we ’ re very proud to have that .”
So , what has Jones learned in his two rather unconventional years at the helm of RX Global ?
“ I think the pandemic taught us what our clients really value , they do need to be face to face and will come rushing back to events ,” he says .
“ It ’ s important to test and learn . Your exhibitors and visitors will forgive you if the test fails but they won ’ t forgive you if you keep the same show year after year , they will eventually yawn and move away .
“ In this game we all know that you can ’ t rest on your laurels , even if it ’ s a big show . So what we encourage at RX is keep it fresh , place big bets . It ’ s important to experience failure and cherish the learnings that come from it . Not all your bets work , but where people can get themselves tied up is not placing the bets .”
Hugh Jones
Jones does not see the industry ever returning to pre-pandemic normal , but says that is progress .
“ I don ’ t think the exhibitions world will ever look like it did in 2019 ,” he says . “ It will look different because we ’ re engaging with exhibitors in new ways . It will never go back .
“ Our exhibitors rightly demand more than just a stand . They want an exchange of information , connected marketplaces , 365-day a year branding , they want a multifaceted platform to reach buyers . That will never go back to 2019 .”
As the virus ebbs , he says , the industry will “ fill the void for the live events that the world cries out for ” with “ incredible face-to-face events ” but the value will be expanded by being part of a digital marketplace .
“ The number of people walking the hall ? I don ’ t know whether it will go back to the same levels . It ’ s no longer a metric that has much value . It ’ s not about filling your show with a whole bunch of people , it ’ s about the right people who can make important business decisions ,” he says .
“ Not just at RX , but I would like the industry to place bigger bets . Look outside the box , speak out about ideas and look outside the industries we work in .”
Jones says sustainability is one area where the exhibitions industry must work
together for positive change . RX created a new role for a sustainability director in January ( see page 44 for more ).
The issue of sustainability “ is going to be a lot more than carpets ,” says Jones .
“ The exhibitions industry can work together on this . If one of my competitors develops a great idea , I ’ m sure they would share it with me , and I would do the same with them .
“ If someone doesn ’ t do it , it kind of stinks up the joint for the rest of us , whether it ’ s compliance , safety in times of Covid-19 , sustainability or diversity and inclusivity . If anyone in the chain doesn ’ t behave to the highest level , it doesn ’ t just hurt them , it hurts us as an industry . We need it to be known that the exhibitions community , globally , is on this .”
There is one thing however he would like to see return – the office .
“ We are in a creative business . We create magic . It ’ s the kind of stuff we can do on Teams and Zoom , but you ’ re not able to create your best effort unless you have people in a room . In a creative business like the exhibitions industry , we do need to come back to the office – I ’ m not saying five days a week , I think a hybrid model is fine . But if you ’ re on a show team , I suspect you will create more value and have more fun if you have your team by your side .” EN
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