Creative Direction | Content Strategy | Event Concept
The Challenge
The brief was to create partner events that built credibility and drove engagement, delivering genuine value beyond product promotion.
The Approach
While leading both Creative and Cloud Marketing, I directed MSP Cyber Secure Live and MSP Cloud Live from concept to delivery, shaping the proposition, identity, content strategy and attendee experience. I worked closely with the events team on delivery and logistics, and with marketing and vendor teams on positioning and sponsorship. Hosted at venues including London's Science Museum, the events moved away from static agendas towards dynamic breakout sessions and hands-on workshops covering AI, recurring revenue models and modern cloud deployment. I also created the Genius Lounge, a space built into each event to cross-sell other parts of the business.
The Outcome
MSP Cloud Live generated 298 qualified leads from 130 attendees, backed by keynotes and sponsorship from Microsoft, Acronis, Barracuda, Bitdefender and ConnectWise. The format proved strong enough to be adopted across the wider business, most recently as Comms Connect Live, with the Genius Lounge concept carried through to cross-sell across each new event.
Good numbers follow good rooms. Get the experience right and the leads take care of themselves.
