Home' micenet eMag : micenet October 2018 Contents 4
Various Graphic Elements
NOTE: These elements can be cropped to suit artwork.
If the graphic appears on images please use the white
graphic and set the opacity to 30%. If the graphic
appears on white backgrounds please use the grey
graphic and set the opacity to 10–20% depending
on what printing process is used.
probably costing the client a lot more once
agency markups are added.
“In my view, some end users are saying,
`Do we really need this agency? Why don’t
we come up with the ideas in-house and
get the technical company to produce the
event for us’.
“Agencies are really going to have to prove
themselves as being value for money. If
you’re going to be creative then you’d better
have great ideas and you’d better be able to
deliver them because otherwise the Coca
Colas of this world are going to go, `Why are
they taking 15 per cent off the top, when I
could just go to these other guys and get the
“It’s a bit like getting wholesale rather
“Does it matter to you that there is this
change?” I ask.
“Every change matters to us. Every
change matters to the whole industry. Every
time there’s a shift everyone has to adjust.
“W ith us it’s about fine tuning our delivery.
Our core business is staging, drapes and event construction, and we
have to fine tune the delivery of that. There are quite a few places that you
can get something custom made, quite a few places where you can get
staging equipment – some audio-visual companies have their own now –
and there are a handful of places where you can hire drapes. For us it’s
back to the future. A big part of my role now is to reestablish our
offering into the marketplace and make sure everybody is really clear
about what we do.
Dotting i’s and crossing t’s
The other mammoth shift is the growth of procurement within companies
and departments and Meri has his opinions on that as well (of course).
Close your eyes Millennials if you don’t want to hear how good it was in
the old days and skip ahead a few paragraphs...
“I’m going to sound like an old man now. Back in the day, the client’s
sales manager would be given a budget to promote a new car, and they
would hook up with a mate who was an event producer who would come
up with an amazing idea, and then they’d get their mates who were in
staging and technical to put something together, and then go back to the
sales manager and say this is what we can do.
“The sales manager would say ‘great, go do it’. And it was so much
fun. It was a fun industry to be in. And now everything’s about money.
“There’s actually plenty of money around it’s just being spread too thinly.
Like you have the same amount of vegemite but the piece of toast has
gotten bigger. Everybody is getting less of it.”
Does it stifle creativity of events?
“I can just tell you what I see from sitting in my chair. I see so many
good creative people with great ideas just get hammered because the
money’s not there.
“We have a little in joke here about swimming pools. We’re often asked to quote on building a
clear acrylic dance floor over a swimming pool. I’d say we’ve done hundreds of quotes for one
and we’ve only ever built two. If we get calls now we tell them straight out, you can’t afford it.
“The other problem is that you can go to Pinterest or whatever and you can use other’s ideas
so easily that you don’t have to have original ideas anymore. A brief wouldn’t hit my desk today
that isn’t full of ideas from somewhere else. Mood boards... I know why they’re called mood
boards. Because they put me in a bad mood!
“I’m always seeing things going around promoting the latest trends – and people follow them.
For example, we recently did a job for David Jones that had a green wall. Since then, I’ve had
probably 20 quotes of people asking me for a green wall.
“Why are people so obsessed with trends? To me, the whole idea of a great event is to put
on an event that nobody has ever seen before. That is part of the fun.”
And it is still fun, says Meri. It’s just different. There is more paperwork to do, more i’s to dot
and t’s to cross, more masters, and deadlines are way, way shorter.
I suspect that Meri Took really does love events and the events business. If he didn’t he
wouldn’t have come back or be so passionate about the work that SRC does.
Now Meri, do you think our next generation of event peeps are up to scratch? Are they being
trained right? How can we improve event delivery? What can we as an industry do to get more
marketing dollars for events?
The tea’s finished and it’s nearing five o’clock. Meri has to make a phone call. I have an event
to get to. And it’s only been six months after all.
Okay, let’s chat again after you’ve been back a year. You will be here in a year won’t you?
Stupid question. m
From where he sits, SRC’s
Meri Took is seeing big shifts
in the delivery of events.
8 | micenet
Links Archive micenet August 2018 micenet December 2018 Navigation Previous Page Next Page