Conference News July/August 2017 - Page 49

49 Agency Eye Making events with Make Events Martin Fullard speaks to Holly Moore, director at event management agency Make Events anchester may still be bruised, but it is not broken. The entrepreneurial spirit that has defined the city since the Industrial Revolution shows no sign of abating and, in particular, the power of events is a strong as ever. In 2012, after working as an events manager for employee engagement for a large pharmaceutical firm, and then for a year as a freelancer, Mancunian Holly Moore set up Make Events. “When I was freelancing I learned a lot about how agencies work,” she says, “and I thought I could really offer something to that side of the industry. “At first, some people tried to put me off the idea. There’s a bit of an image in Manchester that you have to be tough, and that because I am woman that I might have what it takes.” Clearly, whoever said such a thing should seek time for reflection as Make Events has grown exponentially. Responding to the growing demand for corporate events, Make Events rebranded in May. Moore says: “We had a meeting at the end of the last financial year and thought about where the business should go. We have done a lot of corporate events in the United Arab Emirates and across Europe and realised the potential this strand of events brings. To appeal, we elected to rebrand, and we couldn’t be happier with how things are at the moment.” Every agency needs a hook, so what does Moore believe makes Make Events stand out in the crowd? “We think about every touch part, the details. We like to think that the experience is what makes it. Most importantly, though, are our relationships with our clients. We do a lot of private parties for CEOs, for example, and I will manage them myself, almost like a private event manager. I think putting a face to it like that really makes the client feel like they’re a one off – which they are!” There is no questioning Moore’s ambition. While Make Events is based in the North West, they run events around t he UK having drawn in some huge household names: Virgin Trains East Coast, Kelloggs, Betfred, Noble Systems, and Thomas Cook Airlines to name but a few. How did they end up on Make Events’ books? She says, “Building personal relationships has been so important. I’m a board member on the Manchester PA Network and met some clients through there. Some came to us through social media, and others have been referred from venues. We sponsored an award at the PA Awards recently and that helped lay the foundations for another great relationship with another CEO.” And for the future? “Once we’re running like clockwork, the plan is to have a representative in each major city around the UK.” With the agency’s growth in large part centred around conferencing and meetings, the revolution up north continues to evolve.