Becca Shanks on evolving event briefs with Conference News

Event objectives tend to remain the same each year, and if the current format connects to them, why change it?

While this might be a shared mindset among many, for Becca Shanks, Creative Services Director at Sledge, it's important agencies evolve and enhance clients' projects, even if the brief is essentially the same year-on-year.

No attendee really wants to experience the exact same event over and over again, and Becca views it as the role of the agency to bring fresh creative to the table, and encourage clients to embrace change.

She explored this topic with Conference News by:

• Outlining the current state of play
• Sharing ways to make incremental event enhancements over time
• Outlining the three key barriers to change

You can read the piece in full via the Conference News website here.