BCD Meetings & Events (M&E) has been trialling a new offering
across its North American business that it says helps organisations better
manage event production across their meetings and events programmes.
The Strategic Production Management service, which has been piloted
with a select number of clients over the last 18 months, moves event production
away from a one-off execution to a more connected model, providing opportunities
for more consistent creative, better visibility and cost-savings.
Jenna Monnell, director of strategic accounts and solutions, production
and creative at BCD M&E, said the new service was born out of finding way
to make life easier for clients, particularly those running multiple events
through the year. She said many clients were under pressure to do more with
fewer resources, making the strategic approach a popular one.
“I think sometimes it can be a little bit of a black hole,
depending on different approaches, different agencies across meeting planners
across departments. And this is an approach that brings a lot more consistency
and visibility into how a client is working across a broader book of meetings. It’s
a natural evolution of how we support our clients.”
Monnell said the service was flexible and could encompass a
range of services, including strategic oversight, production leadership,
creative support, on-site office and offsite event support and more visibility
of spend and savings opportunities.
While the pilot has focused on
delivering three to five events, the service could typically work across five
to 30 events per client annually, with the ability to scale beyond that if
needed.
“In meetings and events, production has long been managed one event at a
time, but that model often creates inconsistency, limits visibility and drives
up costs for organisations with high-volume programmes,” she said. “With
Strategic Production Management we’re offering a stronger path forward by
connecting production leadership, creative thinking and execution across an entire
meetings programme.”
Monnell said the service would ‘continue to grow and evolve over time’
as it begins to work with a broader mix of clients.
“I think the foundation we’ve built over the last 18 months is strong and I’m
excited to see it continue to grow.”
