AMI 10-21 - A day in a life | Association Meetings International

Janet Dodd, director of events at full-service agency Identity, tells Holly Patrick how her love for being behind the scenes led to a career in events. She shares the challenges of delivering the 2021 G7 Summit in Cornwall and reveals the pre-planning going into delivering COP26 in Glasgow.

HP What’s your role at Identity and how has it developed since you began?

JD I joined Identity in 2018 as director of live events, overseeing the delivery of major, high-profile events across the business. I sit on the board of Identity and have an amazing team supporting me. Since joining, the size, scope and profile of the events delivered by Identity has expanded hugely. More recent live events include the 2019 NATO Leaders Meeting, the G7 Leader’s Summit in Cornwall earlier this year and the forthcoming COP26 Summit in Glasgow in November.

Within the last 18 months or so, I have also been involved in the delivery of incredibly impressive virtual and hybrid events for a vast range of clients including Unilever, Panasonic and the RAF, amongst others.

HP How did you get into the meetings and events planning industry?

JD When I was at school, I was fascinated by the idea of working in the theatre – for me the interest lay not in being centre stage but in the intricacies of what goes on behind the scenes - what it takes to get a show up and running. After leaving school I volunteered at a local theatre and got taken under the wing of a man called Mark Wallace, who later went on to set up the renowned events consultancy MWA – and the rest was history.

“Top of these benefits is the reduced environmental impact due to attendees being able to take part virtually”

HP How has the Covid-19 pandemic changed what you do?

JD At Identity, we were very fortunate that due to adverse weather conditions in early 2020, we had to switch a massive live event for our client (the Royal Navy) to a wholly virtual delivery. This was months before the pandemic hit therefore we had experience of having to pivot at speed, work with stakeholders in remote locations and still deliver engagement and ROI for the client. This isn’t to say that the pandemic hasn’t been exceptionally challenging but I do think that our head start certainly gave us confidence in our ability to deliver our usual high standard of event, virtually.

HP Has the pandemic been a catalyst for change for Identity?

JD The rapid emergence of virtual and hybrid events is the biggest change in our industry’s history. Identity has wholeheartedly embraced the endless possibilities that these technologies and platforms offer. Throughout 2020 we invested capital and creative energy into the latest developments as we recognise that, even post COVID, this change will continue to deliver countless benefits to our clients and attendees. Top of these benefits is the reduced environmental impact due to attendees being able to take part virtually. It is essential that event planners give as much consideration to those attending virtually as those attending in person in order to maximise engagement across the board.

HP What part of your day do you look forward to most?

JD The mornings. I love catching up with the team and going through my action list for the day with Glenda, my PA. The best part is when we can cross everything off the list at the end of the day – but that rarely happens!

I live by the sea and any time I can break away from the laptop for a walk by the sea always gives me a boost. Failing that, a morning or evening cup of tea on my terrace watching the boats come and go in the marina. I never thought I would say this as I am notoriously not a morning person, but I look forward to my 6am PT session once a week.

HP What’s been your most rewarding event planning experience and your most challenging?

JD I’ve been extremely fortunate to work on several high-profile government projects and get to see what goes on behind the scenes to create the footage from these events that get broadcast around the world. Before I joined Identity, I was project director for the Commonwealth Heads of Government Meeting (CHOGM) in London and for me it was a special event, not just because it was an honour to be involved in such a vibrant and dynamic event, but because I was also involved in CHOGM in Edinburgh in 1997, so I’m privileged to have delivered two CHOGMs in my career.

The G7 Leaders’ Summit in Cornwall certainly had its challenges in terms of delivery. Besides COVID restrictions and the security logistics involved in getting seven of the world’s most powerful leaders in the same room, we also faced challenges due to the location of the event, in Carbis Bay, Cornwall. The local infrastructure and need to keep disruption for local businesses and residents as minimal as possible certainly gave us a lot to think about. However, seeing how well the event was reported around the world, and how impressed all the delegates were made all the long hours of planning worthwhile.

HP Growth has been at the forefront of Identity’s focus since 2018, how has this been achieved?

JD Michael Gietzen, Identity’s managing director, qualified as an accountant before switching to the events industry, so Identity’s backbone is strategic and financial planning. In 2018 we implemented a three-year plan to be recognised as one of the leading events agencies in the UK. This required investment in infrastructure, along with the launch of a client and talent recruitment strategy. We have picked up amazing clients along the way and expanded our team exponentially, amassing incredible skill-sets across every discipline.

Of course, we couldn’t have achieved the growth and success that we have without our incredible clients and our exceptionally talented team - a team that has gone above and beyond, especially over the last 18 months, to deliver for our clients.

HP What was your secret to winning the event delivery bid for COP26?

JD If I knew the secret to winning events like COP26, we wouldn’t be working 18-hour days in the run up to tender submissions! The honest answer is that you need to assemble the very best people around you, and you must have complete certainty that you are capable and competent to deliver the event to the very highest standard.

With events on the scale of G7 and COP26 there is no room for error – the event must happen, exactly as planned – minute by minute, second by second. With team Identity, plus our outstanding freelance network, I know that we can deliver any scale of event - flawlessly.

HP How have you ensured COP26 is a sustainable event?

JD We are acutely aware that as well as hosting the most important climate talks for a generation, it is vital that COP26 delivers on the three dimensions of sustainability – economic, environmental and social.

As well as the obvious sustainability ‘easy wins’ such as being plastic free, energy efficient, using recyclable materials and so on, Identity is networked throughout our supply chain to support the local economy with a commitment to work with local suppliers wherever possible, source sustainably and leave a positive legacy through our social values programme.

Identity is helping to upskill the next generation, with mentoring schemes and paid for work experience placements.

HP What does delivering COP26 mean to you and what would be your dream event to work on?

JD COP has been on my ‘list’ of events I have wanted to be involved with for a long time. The 2019 NATO Leaders Meeting in London was the first large scale event that we delivered after I joined Identity and seeing how collaboratively the team worked reaffirmed my confidence that Identity is the ‘go to’ agency and that the team can absolutely deliver COP.

After such a tumultuous time for the industry, I feel privileged to be to be part of the team that will deliver the two largest events in the UK this year.

Looking to the future, the World Economic Forum is certainly on my radar as an event I want to be involved in. Maybe let’s say watch this space?

“My mantra is read the brief and read it again. Then read it again.”

HP What is a permanent change you would like to see in the event planning industry?

JD Sustainability has got to be the aim for event planners across the board. The events sector has been notorious for wastefulness, awash with single use plastics, giveaway items, leaflets and so on. Ironically, it is this notoriety that allows a sustainable agenda to have a massive, impact on two levels. Firstly, the positive impact on the environment by reducing waste significantly and quickly. Secondly, and as important, by its ability to reach and influence world-wide audiences, suppliers and clients efficiently and at scale.

For event agencies, like Identity, our sustainability policies reach the four corners of the globe. They reach boardrooms of the world’s biggest brands and are quickly noted by the media and audiences. This rapid shift and driving desire to deliver sustainability in events is allowing our sector to set the new standard and indeed lead by example.

HP Can you share a pearl of wisdom you’ve learned in your event planning career?

JD I am hugely detail orientated – my mantra is read the brief and read it again. Then read it again. Before starting to plan any event, it is vital to understand the clients aims, expectations and objectives from every angle and have a plan for any number of contingencies. The best events are delivered collaboratively so it is vital to build a great relationship with your client and keep them informed every step of the way. And keep re-reading that brief!