September, 2020
Welcome 05
Embracing the
Hybrid Age
The term ‘hybrid event’ has been
thrust upon us in 2020, and
there is a sense that this concept is
new, and perhaps frightening. This
couldn’t be further from the truth.
Hybrid events have been around
for a long time, but it is fair to
say that there is no one model to
follow. Much like the creative event
professionals that make our industry
great, there is no limit to the
possibilities of a hybrid event.
However, it is also fair to say
that simply packaging your content
in videos for people to watch back
later is not going to cut the mustard
on its own. The key to a successful
hybrid event, which should be rooted
in live, is to engage your audience,
both live and online, in real-time.
Editor
Martin Fullard
Senior Graphic Designer
Sean Wyatt-Livesley
Martin Fullard
Editorial director
Mash Media
Masthead
Contributing Writer
Stuart Wood
Production Manager
Elizabeth Nixon
Published by Mash Media
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Kingston upon Thames, KT1 1RP.
Hopefully you will find this supplement
useful and packed full of insight,
as we have spoken to experts in the
field and those which supply all the
equipment and guidance you could
ever need. Client expectations of what
a hybrid event should include are going
to change, and we recognise the need
to explore this subject in greater detail.
Our industry has a strong track
record of adapting to change,
and I have no doubt that this new
era of digitally-enhanced events
will be embraced by everyone.
If you have an interesting
hybrid event case study to share,
or strong views on the matter,
then please do get in touch.
Enjoy the supplement
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Contributing Writer
Paul Colston
Portfolio Director
Duncan Siegle
A message from
our partner…
Ben McMahon
Managing director
Collaborate Global
Collaborate Global is
delighted to support this
supplement by Mash Media.
The term ‘hybrid event’ is most
definitely not new, but it has been
thrown into the spotlight by our
industry’s current situation. It offers
a way for brands to engage with their
audience through both socially distant
physical viewing while also having
a wider engaged online audience.
We decided to host our own hybrid
demonstration event in July, it was a
decision made to build confidence
with our clients and partners and to
show to new prospective clients that
a captivating and engaging story can
still be told. We partnered with Aston
Martin and Randox to bring together
all the elements of a hybrid event
scenario. Utilising new technology
allowed us to dive further into the
story of those brands and put their
audience at the heart of that journey;
which you can read about on p5.
Collaborate wanted to work
with Mash on this issue specifically
because they have created a platform
that brings together the very best our
industry can offer, sharing solutions
and ideas to activate change and confidence.
In this issue you will find lots
of useful insight and guidance to help
brands push forward and continue
to engage with their audience.