The former Time Inc. UK Marketing Director of Advertising, Lisa Batty, has launched a new trade marketing consultancy dedicated to creating events with a ‘memorable’ twist. Her Co-founder and Chairman is ex Havas Media UK Group CEO Mark Craze.

Drawing on their combined experience of more than 50 years, the duo will work with media brands, agencies and publishers whose objective is to enhance their brand profile and deepen client relationships through memorable events that will stay long in the memory.

Batty has extensive agency and media owner experience. She made the decision to set up on her own following a 10 year stint at Time Inc. UK (formerly IPC Media). Before that, she was Associate Director at OMD UK and a media planner for Initiative Media and Equinox Communications, working with a range of blue chip clients across sectors including AXA, Unilever, LVMH and Citroen, to name a few.

In Lisa’s words: “We want our clients to remember the work we create for years to come. Given my planning background the core to our approach will be fully understanding the brand strategy and then creating a memorable event that significantly enhances it. My past experience has taught me that whilst you can throw money at a big ski trip or a golf day, if you think more strategically and creatively and tap into your core customers’ passions you will deepen your relationships with them. It’s about adding the magic dust.”

Craze is the former UK Group CEO of Havas and Group CEO of Dentsu Aegis Network. He now has a range of non-executive roles and advises and invests in exciting start ups.

“Lisa has the practical events know how as well as the strategic experience and creative DNA to deliver events that will make our clients get talked about and leave a lasting impression. I am excited and delighted to be partnering with her,” said Craze.

Batty has already been the driving force behind a number of successful events including Advertising Week Europe, where she drew on her well connected network of industry superstars and famous faces including Sir John Hegarty, Katie Price, David Gandy, Kate Thornton and Sam Torrance. She has also pioneered a range of new event concepts and formats, including ‘The Luxury of Time’, ‘Christmas in July’, ‘Live the Passion’, ‘Inspired Conversations’, ‘Trends Breakfasts’, ‘The Great British Shake Off’ and ‘Mediachef’.

Batty has an extensive catalogue of testimonials including this from long time friend and industry legend Sir John Hegarty: “We live in a connected world, so why are so many communication programmes disconnected? Understanding the brand strategy and executing work in all channels that plays to the long term brand beliefs is essential. Lisa understands this. Her new company Memorable will I know make this happen.”

Adam is the co-founder and editor of www.eventindustrynews.com Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.