AGENCY PITCH
transforming the business. “She has enhanced our processes and systems and she’s constantly pushing us to do and be better,” he says. Utting first joined emc3 as an intern from Bournemouth University in 2010. Upon graduating she was welcomed back on board full time and quickly impressed on some of the agency’s biggest accounts including LinkedIn, Google and New York University. Utting had been pushing clients to consider virtual events for years before Covid-19 hit, so when the pandemic hit she was able to help the agency hit the ground running. “We’d been trying for ages in our conferences that reach a few thousand people to say, ‘Why not stream them out on the day or event afterwards, and then instead of a couple of thousand you get ten or twenty thousand people to come to the same event’.” Utting is confident that hybrid is the way forward – as long as it’s a true hybrid event. “The definition of hybrid has changed,” she says. “Now I feel like it’s streaming the content, but also connecting the audiences together, the virtual and the live audiences having interaction with each other and being a part of the same event, just in a different way.”
The good thing with hybrid is that you can always fall back to the virtual.”
In Utting’s version of the future, the majority of in-person conferences will become hybrid. “I hope that we’ll drop the word hybrid, because I hear it a heck of a lot!”, she laughs. “It’s one of those things that you’re going to have to have at your conference, like accommodation, catering,etc; you’ve got to have a virtual platform. It’ll be normal to have both audiences.” The agency’s bread and butter is 2,000 delegate conferences with new tech firms in the UK and US. The incentive side of the
38 MAY 2021 mitmagazine.co.uk
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