increases in pricing. International suppliers and destinations
used to working with U.K.-based clients may ;ind the opposite
Are there certain types of businesses in the meeting and event industry
that you believe will benefit more than others from this vote?
Whilst this is not another 2008 situation at present, the Brexit vote has caused a global economic shock and this may well
impact brand con;idence when it comes to setting budgets for
meetings and events. Those involved in events that have clear
measurement metrics connected to sales and marketing objectives—such as exhibitions, brand launches or customer conferences—may ;ind it easier to justify and protect their budgets.
Those events that are more dif;icult to measure may see budgets challenged.
Is there any singular point about Brexit and its potential impact on business
that youʼd like your U.S. counterparts to understand very clearly?
The U.K. events industry remains open for business. As a nation,
we are recognized for the quality of our creative services and our
production expertise—and this remains the case. The weaker
GBP means that international buyers can access the same valuable solutions and skills at a more cost-effective price. ■
For the extended interviews with Baker, Mulligan and Pelham,
nature of the ;inal agreements secured by the U.K.
government with the EU,
U.S., China and other key
trading partners around
How do you think this will
impact the meeting and
event industry in the U.K.
According to the U.K.
marketing media, some
brands are making immediate cuts to marketing
spend as a precaution
during times of uncertainty. Yet with the times-cales for major change
now looking some way off, other brands are sticking with existing
plans. Many of the brands we work with use B2B brand experiences as a key element of their lead generation and sales strategies so
these budgets appear to be more secure, in the short term at least.
As a result of the exchange rate shift, pricing of U.K. suppliers and
destinations will become more competitive for international buyers—this could push up demand, reduce availability and lead to
“OUR LIVES WILL
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THE SINGLE MARKET
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