AGENCY P I TCH
Future focus Broadsword pivoted from event production to a full service agency during Covid. Now it’s taking its new brand identity to New York – and looking to inspire a new generation of eventprofs. Paul Harvey reports
“B efore Covid we were a strong digital offering,” says Broadsword MD Anna Green. “The pandemic just really accelerated that.” A rebrand last year saw a refreshed visual identity, new website, new virtual event platform and office relocation for the Kent-headquartered agency, which works with international clients including HSBC andThomson Reuters. transitioning into working as a full service agency with
been across the global reach of our clients,” says Green. “It’s moved away from pure event production to the full service case.” The focus on storytelling suits Green, who started out as a primary school teacher before entering the events sector in 2014. “I taught children through story,” she says. “You can change behaviour through story because it’s so powerful and it really connects with every single part of us as human beings.” Green became MD at the start of 2019 and has set ambitious targets for growth. “We’re getting involved with clients at an earlier stage, when we’re mapping out the strategy for their events,” she says. “We
Anna Green, Broadsword MD
We need to re-inspire and re- engage with young people
“Our customer base’s demands have moved a lot more into brand
communication strategy, storytelling, video production, website building, and that’s
Broadsword’s clients include banking giant HSBC
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