Sunday, May 22, 2022

ICE research shows positive future for events


Event teams are reporting a rise in the value businesses are putting on their roles, according to a report out this week by ICE (In-house Corporate Events). The research contains many bright spots, in what has been a difficult year for the events industry, but shows that, despite the massive disruptions to event programmes, events will enter 2021 higher valued by business.

The findings all form part of the ICE Report 2020, created in partnership with Cvent, which also demonstrated that, compared to 2019, event planners have seen stakeholder perception on the value of event professionals increase by 18%. The report also found that events are establishing their place within business, again adding to the growing perception of value. The research showed that teams are increasingly (7%) reporting to marketing departments, ensuring ‘a more strategic approach to events.’ Further good news is that this continued shift has led to a generally ‘significant’ increase in budgets, and the ability of corporate event planners to demonstrate the returns on the investment.

Anita Howard, Founder, ICE, commented: “The majority of event organisers who contributed towards the survey have been undergoing a massive learning curve over the last nine months, and it’s not been easy. It has been successful though, and their value has been shown not just from a project management and logistical level, but in terms of their ability to find solutions, go from live to digital and keep events creative, productive and effective.”

While the report covers trends such as increase budgets for events and better metrics for evaluation, it also reported that the top three challenges facing event organisers were; Delivering more virtual/hybrid events (74%); Ensuring the sustainability of their events (70%); and Using technology to enhance the team’s way of working (64%).

Respondents within the report also spoke about the importance of evaluation metrics in events, but again reported a rise in effective evaluation. This was consistent regardless of whether it is physical or virtual. However, the data shows that event professionals are less likely to be measuring their virtual events compared to face-to-face events. 

Felicia Asiedu, Manager Event Cloud Marketing Europe, Cvent adds: “In-house Corporate planners have often struggled getting  stakeholders  to recognise the true value of events. So, it is very encouraging that this year’s research reveals a shift in positive perception and an increase in budgets for 2021. With restrictions for in-person events still in place, virtual and hybrid events are likely to remain popular throughout next year – going digital actually provides even more opportunity to evaluate ROI so planners could benefit hugely at looking at what metric measures can be put in place.”

Anita concluded: “It’s been a horrible year for so many within the industry and the very future of events has been questions. ICE Report 2020 has shown that now, more than ever we’re valued and understood as an integral and profitable business tool.”

Sustainable Venue Spotlight: Croke Park


Croke Park in Dublin is one of the world’s most unique and sustainable venues for live and hybrid meetings and events that inspire and entertain.

Home to sport, and hosting some of the biggest acts in the world from U2 to Bruce Springsteen, Coldplay to Beyoncé, this flexible 110 space venue is one of Irelands foremost event locations. Their sustainability journey began in 2007 when the team at this iconic venue realised Croke Park had an important part to play in managing their impact on the natural world and influencing others to do the same. 

During the recent pause in business-as-usual, the Croke Park team took stock of the stadiums journey from green goals to sustainability success and developed an insightful ebook to share with others who are starting their sustainability journey. 

Commitment to sustainable events is central to operations and ethos at Croke Park and the venue has championed sustainability, not just locally, but on a global scale.  It is accredited to international standards for sustainable event management and environmental management for over 10 years and was the very first stadium in the world to obtain certification to the newest international Environmental Standard ISO 14001. Most notably, their sustainability programme led to a reduction of almost 75% in carbon emissions and they have maintained zero waste to landfill for over six years.


Energy efficiency is an area of major focus for Croke Park. A state-of-the-art environmental improvement programme is in place covering the stadiums electricity and a range of energy efficiency measures have been implemented.


In 2014, Croke Park achieved the landmark of full waste diversion from landfill and 100% of the waste produced is now recycled, reused, or recovered as solid fuel. Not only is 0% of the venues waste sent to landfill, but there has also been a 12% reduction in the total amount of waste produced in the past 5 years. 


Croke Park are members of the Water Stewardship Programme, which is accredited to European Water Stewardship Standards (EWS), designed to help reduce water consumption and introduce more efficient water management and monitoring across the facility and operations.

Biodiversity & Nature

One of the more engaging projects is Croke Park’s biodiversity programme which started in 2015 with a bug ‘bee & bee’ and by 2018 the venue had purchased its own farm to grow turf for pitch maintenance and reduce carbon emissions associated with importation. The farm is used to grow herbs and vegetables with beehives producing Croke Park honey and plans for a native orchard development.


The venues relationship with their nearest neighbours is an important focus with projects in place to lessen their impact of events on the community and help the area thrive. These include a community fund project, a community team, and youth initiatives programme. These community initiatives featured as a best practice case study in the recent Regenerative Revolution: A new paradigm for event management, a cooperative publication by IMEX, Global Destination Sustainability Movement and Marriott. Guy Bigwood, FIEMA, Chief Changemaker at the GDS-Movement said;

 “When it comes to sustainability, Croke Park is up there amongst the global innovators. We were delighted to feature Croke Park in our recent publication, The Regenerative Revolution: A new paradigm for Event Management as Croke Park is truly setting universal standards across all aspects of sustainability from energy, waste and water to biodiversity, community and accessibility. Their sustainability story highlights a shift from sustainability to regenerative thinking, and this is the future. I salute the entire team at the stadium for their commitment and vision”.

For more on the Croke Park Sustainability Programme and the projects that delivered this success, download Lofty Ambition to Lived Dream: Our Sustainability StoryHow Croke Park become a sustainable venue at

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+353 1 819 2300

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HBAA calls upon Chancellor to create a ‘Re-Skill and Re-Equip’ fund for viable businesses and their staff


HBAA is writing to the Chancellor of the Exchequer to ask him to create a ‘Re-Skill and Re-Equip’ fund to help many viable businesses across various industry sectors to Re-Skill their staff and Re-Equip their companies to enable them to adapt and stay in business.

Juliet Price, Consultant Executive Director of HBAA (pictured,) which represents more than 300 UK member organisations including over 100 agency and 225 venue members who work collaboratively  in the business events, accommodation, meetings and events sector, says: “HBAA is committed to supporting our members in diversifying their businesses to survive the pandemic and have greater viability in the long term. Companies involved in delivering meetings and events, the venues themselves and professional freelancers are unable to arrange, host or work on live events. They are having to adapt to stay in business by creating virtual and hybrid events which for many, involves acquiring a completely new skill set and knowledge base.

“Despite having almost no income from their usual activities purely due to restrictions imposed by the government to control coronavirus, businesses are having to find money to invest in training and equipment to be able to help clients to run professionally presented virtual and hybrid events, just like the recent Conservative and other political party conferences.

“This is not about retraining people for different industries such as cybersecurity. This is to invest in re-skilling staff so that they can be retained in their existing industries to meet growing demand for new ways of working, interacting and engaging, as well as a more secure future.

“It applies not only to the whole of the £84bn events industry which is united as #OneIndustryOneVoice, but also to many other sectors including the theatre and music industries where production staff and venues have also been retraining and re-equipped to run virtual concerts and shows.

“The CBI recently stated that nine in ten workers will need to learn new skills or be retrained over the next decade because the changing nature of the economy is transforming the skills required for many jobs.  That is already apparent in the events industry so let us receive the funding now to keep our experienced people and support them in becoming futurefit.”

HBAA is one of 24 organisations involved in the Business Visits and Events Partnership (BVEP).Caroline Jackson, BVEP Vice Chair, who leads the industry’s Skills, Talent, Diversity & Inclusion working group commented “The decimated events industry needs targeted Government support that includes specialist training and equipment. The multi-skilled and experienced people whose work has been halted because of the pandemic restrictions recognise the primacy to protect people’s health. 

“With little or no income, training and equipment to move online and prepare for a return to live and hybrid event recovery would be productive and motivating. 

“Current government schemes are geared towards large employers and those at the outset of their careers. Venues, agencies and freelancers need funding to develop the ‘re-skilling’ opportunities the government talks about. We need action now, please.”

Mental Health First Aiders

Juliet Price also said that the Re-Skill and Re-Equip Fund should additionally support every industry by training more people in the workplace to be Mental Health First Aiders to meet an immediate need.

“Almost one in five adults (19.2%) were likely to be experiencing some form of depression during the coronavirus (COVID-19) pandemic in June 2020; this had almost doubled from around 1 in 10 (9.7%) before the pandemic (July 2019 to March 2020), according to the Office for National Statistics in August.

“Now, following six months of lockdown and restricted living, concerns over job security and the viability of businesses, financial worries and the overarching welfare of family and loved ones have all added to the pandemic’s significant detrimental impact on the mental health of many thousands of people.

“The need is so much greater now. MHFA England recommends that every organisation should be equipped with at least one trained mental health first aider for every 10 employees. The Re-Skill and Re-Equip Fund could support training to ensure that many more people are trained mental health first aiders, able to assist their colleagues in need.”

Virtual conference highlights lack of workplace diversity and inclusion


Almost a hundred business leaders joined a global virtual conference recently to learn about workplace diversity and inclusion.

This Is Us Conference took place for a third consecutive year on Tuesday 20th October and Wednesday 21st October, attracting delegates from the UK all the way to Australia, Pakistan and Europe.

The conference, created and led by Meena Chander, CEO and founder of Events Together (pictured), included exclusive talks, seminars and workshops delivered by inspiring thought leaders. The sessions covered a range of topics including the challenges businesses face in attracting and retaining BAME staff, how to eliminate conscious and unconscious bias in the workplace and why acknowledging the struggles, experiences and journeys of the people we work with is so important.

Speakers included:

  • Jacqui Gavin – equality, diversity & inclusion adviser for Cambridgeshire Fire and Rescue Service and recent winner of the British Empire Medal (BEM) for her contribution to highlighting and driving positive change in transgender issues in the workplace
  • Ian Washington-Smith – director at Shinesmith Academy
  • Nic Jennings – content marketing and diversity & inclusion consultant and expert on identity and the intersection of diversity

The event revealed many hard-hitting statistics evidencing the distinct lack of workplace diversity and inclusion, including:

  • 7 out of 10 LGBT people have experienced sexual harassment at work
  • Out of 1096 job roles analysed in a recent report, only 47 [4.3%] are BAME
  • 1 in 3 UK employers will not hire a trans person
  • BAME females account for only 10 roles out of 1096 [0.9%]. Out of these only 3 are black females
  • A third of people surveyed believe ethnic minorities face discrimination in the workplace today

The floor was opened up for delegates to debate and discuss their own experiences, and speakers outlined actionable tips for how employers and individuals from underrepresented groups can work together to tackle issues on inequality and discrimination in the workplace and create lasting change.

Several highly important issues were discussed and debated including menopause in the workplace, ethnic entrepreneurship, and ways in which you can set up an LGBT network or workplace community.

Speaking following the event, Meena Chander, founder of This Is Us Conference, said: “This Is Us Conference is all about championing diversity and inclusion for LGBTQ+ employees, women and BAME people in an organisation. The issue has never been more important than it is now, so I knew I had to do everything to ensure the event went ahead despite the challenges of Covid-19.

“The virtual conference had a fantastic turnout with delegates tuning in from all around the world proving that, increasingly, people want to become more educated on important workplace and social issues and help make a difference.

“I would like to thank all of this year’s speakers and delegates for making This Is Us Conference 2020 a success and for helping bring the challenges minority groups continue to face every day to the forefront.”

Exhibition Centre Liverpool deployed for ground-breaking mass Covid-19 testing


Exhibition Centre Liverpool has been deployed for ground-breaking mass Covid-19 testing.

The venue is one of the sites being rolled out across the city and everyone who lives and works in Liverpool is encouraged to go and get tested.

The military are situated at the venues to support Liverpool City Council in the planning, coordination and delivery of whole-city testing.  Lieutenant-General Tyrone Urch, who commands the 7,500-strong military Covid Support Force, visited Exhibition Centre Liverpool to launch the initiative. 

Exhibition Centre Liverpool opened its doors to members of the public who are not displaying symptoms, with many people queuing at centres to get tested.  It is one of 19 sites being deployed as a testing centre with plans for more to open across the city.  More than 23,000 people have been tested so far in the mass-testing pilot.

Bob Prattey, chief executive of The ACC Liverpool Group – operator of Exhibition Centre Liverpool – said: “We have been committed to supporting Liverpool City Council throughout the pandemic, for example serving as a logistical distribution hub for deliveries of PPE equipment as well as food and household goods for the vulnerable.

“We are pleased to be able to provide a large venue to facilitate this vital and ground-breaking mass testing.  We will do everything we can to continue to support Liverpool City Region as required.”

Hundreds of thousands of tests will be made available over the trial period.  Everyone in the city is being asked to get tested, but there is specific emphasis in asking health and care workers, other emergency services and key workers, school staff and pupils, university staff and students to come forward.

It is expected that the pilot will last initially for around two weeks, with a view to it being extended.

Mayor of Liverpool Joe Anderson said: “This city has been given the opportunity to make a real difference in the fight against Covid-19 and I urge everyone to do their bit and get tested. 

“This is a massive project involving many different partners across the city and it is a fantastic Team Liverpool effort so far.  “

Positive results from tests will be collected by NHS Test and Trace and published as part of the daily case numbers.  These more advanced tests will help identify infectious individuals who are not displaying symptoms and help far more positive cases so they can self-isolate and prevent the virus from spreading, in a first step towards rolling out mass testing more widely across the UK.

Director of Public Health Matt Ashton said: “The aim of this project is to quickly identify people who have the virus and reduce transmission substantially.

“To be the only city to be piloting this ground-breaking mass testing programme is very exciting.”

Jobs boost for Yorkshire’s live events sector as work begins on £7m development


Production Park, which is one of the UK’s largest facilities for the live events industry, has revealed plans for a £7m research and development (R&D) project on its Wakefield campus.

The R&D centre, and its specialist equipment, will be used to deliver a support programme targeting SMEs (small and medium-sized enterprises) across the live events industry, covering specialisms such as music, TV, film, sports, corporate events, theatre and arts.

The development – known as XPLOR – will become one of the UK’s first specialist innovation centres in the live events industry when it is completed in Spring 2022. The facility, a partnership between Production Park’s Backstage Academy and Wakefield Council, will be based on a park in South Kirkby.

A spokesman said: “The team leading XPLOR believe the new centre of innovation will foster ‘disruptive growth’ for SMEs within the industry who might have faced uncertainty due to Covid-19, and hope it will further invigorate the live events sector, which is estimated to be worth £30 billion to the UK’s economy.”

Jim Farmery, XPLOR’s Development Director, said: “We’re incredibly excited about the launch of XPLOR, which has come at a vital time for our industry.

“Not only will it facilitate business growth in the region, but as a UK-first powerhouse for the events industry, it will also drive employment within the sector.

“XPLOR will also play a pivotal role in fostering disruptive growth of the industry’s SMEs, who might need support in taking their business to the next level or adapting to challenges posed by the impact of Covid-19.

Mr Farmery added: “SMEs will approach us with a challenge, idea or product, and our team will work closely with them to cultivate the concept and bring it to fruition.

“We’ll be holding boutique mentoring sessions for SMEs keen for support, which will include face-to-face or virtual master classes, workshops, residential weekends, hack challenges and access to an e-learning platform. It’s not only a really exciting project for Production Park, but for the wider UK live events sector, too.”

Coun Denise Jeffery, the leader of Wakefield Council said: “This is fantastic news and a welcome boost for the creative and digital industries sector and for our district’s overall economy as we begin to recover from the impact of COVID-19.

“We have amazing talent in our district and this investment will help to encourage growth and job opportunities in the live events and digital industries. It also supports our ambition to foster the development of creative and digital industries and new job creation across our district.”

“This investment also supports new business incubation and job creation capacity being brought forward in Wakefield city centre.”

The launch of XPLOR coincides with the launch of three postgraduate degrees by Backstage Academy which are designed to improve the skillsets of the sector’s graduates who are entering the live events industry in a post-COVID world.

Backstage Academy is a higher education institution based near Wakefield, offering degrees and courses for the live events industry.

Based in South Kirkby, West Yorkshire, Production Park is a community of studios, businesses and educational facilities working together to create live events technology, produce live experiences and share live industry best practice.

The Backstage Innovation Centre Project is a partnership between Backstage Academy and Wakefield Council that will see the creation of a specialist knowledge and innovation centre focusing on research and development for the live events industry and its supply chain.

SME owners interested in receiving business support should complete an online registration form at www.xplor.on

Originally published by The Yorkshire Post on 9th November 2020. SOURCE

Forgotten industry comes together to support its own this Christmas


The UK Exhibition Industry, who rallied to build the Nightingale Hospitals in a matter of days at the beginning of the pandemic, has been largely forgotten by government business support plans and its largely freelance community are falling on serious hard times.

Undeterred, there have been many examples of community pulling together to gain government attention, awareness and help, none less so than the latest endeavour; Eventwell Pledge. They are fighting back and coming together in a way that questions why such an inclusive, supportive and tenacious industry has been so grievously overlooked.

Back in March, at the beginning of the pandemic, Nightingale Hospitals were created in record time. The Nightingales were built by the UK Exhibition Industry who came together to provide the equipment, labour, skills and expertise to create fully working hospitals across the UK in a matter of days.

Since this monumental feat, the same industry has been dubbed ‘not viable’ by the government it assembled to assist. Previously successful businesses have been forced to close their doors, hundreds of thousands of jobs have been or are imminently lost, companies with decades of trading have gone under, livelihoods have been ruined and identities lost. The events industry has been left to fend for its own survival. All despite event and exhibition industries in other European countries being actively supported financially and in some cases encouraged by their governments to continue to open events.

Lou Kiwanuka, founder of the Shaper Group and Vice Chair of ESSA (Event Supplier and Services Association, pictured) says, “It has been absolutely heart breaking watching established businesses go under through no fault of their own. As a community we have pulled together to bring our plight to the attention of the government and the media under a number of initiatives. Now, in the lead up to Christmas, we have no other choice but to increase our efforts to support our own.”

Eventwell Pledge is the brainchild of Kiwanuka and Helen Moon, CEO and founder EventWell, the mental health and wellbeing voice of the event industry. It exists to offer people the opportunity to gift a pledge or receive a pledge. It is open to any event professional experiencing personal and financial hardship in response to the global Covid-19 pandemic.

Kiwanuka continues “EventWell Pledge does what we as an industry do best – it brings our people together. It is there for any of our community that need it – to show that we see our people for who they are rather than just another number. One of the best things to come out of this whole situation has been to see how we have really pulled together – it’s not just lip service, this is real quantifiable help exactly where it is needed.”

Whether financial, mental or time, EventWell offers equality and opportunity for all via an accessible platform of participation and support – compassion and understanding with no questions asked. With 80 pledges to date and more than 65% of them redeemed, it is clear that, while this industry has compassion and support at its core, it is not getting the support needed from the government to survive.

“We currently have phenomenal pledges such as Christmas presents for children, Christmas Packages for families and mentoring support ready for members of our community who need them. For the people pledging it is a way of feeling a little less hopeless and powerless, for those redeeming it’s an opportunity to make Christmas as magical as it should be this year.”

If you, or your organisation can pledge a financial offering to give a child a present this Christmas, time to assist a professional in need or other financial support please go to

Bid to reboot staging of live events in Scotland revealed


A blueprint to help Scottish festivals and events get back up and running before the coronavirus pandemic over is to be drawn up – as it emerged that nearly £3 million is to be ringfenced to reboot the troubled sector.

Bespoke guidelines for a host of different indoor and outdoor cultural and sporting events are expected to be produced by the end of the year as part of a new recovery programme aimed at boosting the economy and reviving the tourism industry across the country.

The various “route maps” are expected to see the first events rolled out in each sector in areas of the country with the lowest infection rates. Indoor and outdoor events are permitted in level 0 and 1 of the Scottish Government’s new five-tier system.

However the new ground rules are expected to pave the way for the return of events iconic concert venues like King Tut’s, Barrowland Ballroom and the Hydro in Glasgow, football matches at Hampden, rugby fixtures at Murrayfield, mountain biking events in the Borders and Highlands, and outdoor music festivals across the country next year.

New advice for organisers planning to stage events and festivals between now and the end of 2021 sets out ambitions for the public to return to them “confidently and responsible,” as well as ensure they create “a Covid-safe environment.”

The new £2.75 million Events Recovery Fund, which the Scottish Government is backing, is aimed at helping organisers meet the extra costs involved in staging events as well as rebuilding confidence in both staging and attending them.

Funding will also be available to help stage “hybrid events” which will allow people to attend virtually or in person, or for digital-only events.

The new blueprint is aimed at avoiding unnecessary delays in recovery efforts while test or pilot events are carried out. Instead, a gradual roll-out of events with different capacities is expected to be introduced to help venues, promoters, organisers and audiences adjust to new hygiene measures and social distancing restrictions.

Paul Bush, director of events at VisitScotland, said: “We’re establishing a new group that will look at a clear route map for the next six months, which will look at every genre of the events industry for the next six months, whether that is professional or amateur sport, indoor and outdoor cultural events, or business events to look at exactly what mitigating factors need to be put in place.

“We’re corralling everybody across government and the industry with the medical clinicians to try to get the events industry to return to some normality in 2021. There will be advice and guidance for each kind of event, from a concert to a conference, hopefully within the next six-eight weeks. There will hopefully be a much greater groundswell of views to move things forward.

“We went down the route of pilot events in rugby, football and golf, which were incredibly successful, but they’ve probably not been as coordinated as they should have been and we should have been looking at how to increase the capacity of each event. We’re going to try to get away from the idea of pilot or test events, as we think they are a bit of an impediment.

“It’s really about getting back to normality, which might be hard for people to understand at the moment. However we will return to normality at some point, but if we don’t plan for it in advance we won’t be ready.”

It is hoped the new funding support will ensure the return of everything from music, comedy, book and food festivals to Highland Games, clan gatherings, agricultural shows and gala days.

Government agency VisitScotland is also encouraging applications from the organisers of drive-in events, light shows and illuminated trails, maritime celebrations and fashion festivals.

Public celebrations marking Burns Night, St Andrew’s Night and Hogmanay are also expected to make a comeback under the recovery programme, which will allow event organisers to secure up to £35,000 for large-scale events.

Mr Bush added: “We’ve not lost our aspiration and ambition for Scotland to have international events with an international profile.

“But we also need to have events which are going to be fit for purpose that can be delivered, particularly now that have a new tier structure in place in Scotland.

“One thing that we have learn over the last few months is that the heartbeat of the events industry is local communities.

“We feel we really need to go back to our roots and reinvigorate that community events.

“It’s also about providing that confidence among people to go back outside. At the moment, a lot of people are still fearful about going outside their homes.

“It’s quite a change for us, but it’s a really exciting and positive change, which has been really welcomed by local authorities.

“In terms of bigger events, which we normally support, it’s really about trying to get the industry back up and running again.

“This new recovery fund is about providing that stimulus to get the industry back up and running and help people with financial cushioning.

“There are green shoots of recovery out there. We’ve got people coming to us who want to run events in the next few weeks.

“If you had wound the clock back a week or so there would have been people saying that the event industry in Scotland is dead, but we now have the tier structure which provides the opportunity to do some events and we now have some financial support to actually help people do them.”

Originally published by The Scotsman on 8th November 2020. SOURCE

Podcast: Live Group resets events


Bruce Rose has been at Live Group for more than 11 years, finding his way from business development to head of content and learning all the way.

Established back in 1975, Live Group has been focusing on digital events and streaming for almost as long as Bruce has been with the business.

Expect really interesting content in this episode then and great delivery, focused on Events 2.0 – Live Group’s timely solution to traditional thinking – and all the benefits of that reset: inclusivity, accessibility, content and connecting people.

To keep up to date with all the news, subscribe for free here.

If you would like to take part in a podcast, then please complete our submission form.

Immersive AV launches StudioX, a nationwide network of streaming studios


Tuesday morning sees the live launch of StudioX, a network of streaming studios from Immersive AV, in partnership with venues around the UK. StudioX introduces a problem-solving platform for businesses all over the UK, enabling them to bridge the gap caused by the global pandemic.

With state of the art studios located in Birmingham, Leeds, London, Oxford, Peterborough and Telford—StudioX releases the shackles from brands based outside the capital needing to travel to London.

Immersive AV CEO Sharon Reynolds comments: “We’re confident we’ve created a versatile tool which helps brands reconnect with their audiences and recoup revenue lost throughout the toughest months of 2020. Whatever your thoughts are on live streaming or virtual events, there’s little doubt that a solution such as StudioX solves many problems during these challenging times.”

StudioX is a bilateral communication platform, packed full of interactivity. Users attending events through StudioX are participants rather than merely viewers. With live chat, audience polls and a suite of additional interactive features, brands utilising StudioX to recalibrate the relationship with their audience can be sure of an industry-leading solution which delivers tangible results.

Sharon adds: “Our message is very simple: If you’re a brand, we can help you reconnect. If you’re an agency, please get in touch with us, we can help you help your clients solve the conundrum caused by Covid. We’d be delighted if you could join us on Tuesday at 11:00 for the launch at, when you’ll be able to enjoy the experience of StudioX first hand.”