Hi, Uge. First of all, tell us a little about your career. Did you start out in events directly or have you worked for other types of agencies? Is the world of a 'conventional agency' very different from that of an 'event agency'?
I started 23 years ago in an advertising agency. My first jobs were doing layouts for supermarket food brochures. Over time I started doing more ios phone number data interesting things and learning from my colleagues. Let's say I started from the bottom, and I've always seen it as a positive thing . It helped me not only learn how to use the applications , but also to work in a team , to have discipline with my time (which was always very tight). And above all, I learned that if I was going to dedicate myself to this, I had to forget about schedules. And that's what I did!
I started in the world of events much later, shortly before the birth of 4for, about 10 years ago . What is the difference between an event agency and an advertising agency? Well, I think that in a conventional advertising agency you don't have to take into account as many variables as when you face an event. As a Graphic Designer, I have to say that there are obvious similarities, but events require taking into account many people with whom you have to agree so that everything fits together , knowing what materials will be used to capture what is designed, measurements of the structures, very tight deadlines, etc. If you fail, a chain reaction can occur, and many people can be affected , and that requires a lot of responsibility and attention.
Eugenio González, Art Director at 4foreverything
The range of corporate event types is very wide. From a road show to a pop-up space , from a company dinner to a multi-day convention. This means that the variety of ideas that can work is also very wide. But in the creative department we often find that there is no clear brief. Where do you start?
Let's be honest, almost no briefing is clear . This is where the figure of the Project Manager (Account Executive, in advertising agencies) comes into play , who has the ability to help the client to specify and translate their needs. And then there is the figure of the Strategic Planner , who brings the briefing down to earth. Then comes the Copywriter , who throws out concepts and ideas that, for me, are essential when creating creativity, and which adjust as much as possible to the client's needs.