Drive awareness of MINI as future orientated, culturally progressive and inventive brand that combines intelligence with creativity.
Celebrate the 100th anniversary of MINI and mark the launch of the Future Vehicle.
Working alongside the brand's Experiential Agency, IRIS Worldwide and media partner VICE, I created a programme of engaging content at a live event in London for a select invitation-only group.
Together we designed the concept and format, and I was individually responsible for researching and curating all of the content. I identified, recruited and managed all the speakers, and helped to coordinate and maximise the media partnership with VICE, including securing press and influencer attendance and coverage.
The event exceeded its target attendance of 300 influencers and press. Interviews were secured with speakers and MINI representatives, and there was extensive press coverage across target titles in auto, design and lifestyle including Auto Express, Auto Car, Business Insider, Wallpaper, and GQ.
Gemma Duffy, former Group Account Director, IRIS Worldwide
“Alison was hugely professional; she made a great impression on our clients who trusted her instantly and were impressed with how quickly she understood their brand and audience. She proved to be extremely well connected within the industry; she has a fantastic network and was able to personally reach out to many of the speakers and media we approached. Alison has an intelligent, witty style which means she not only delivers an impressive product but is also brilliantly fun to have as part of a team."
Create invitation only event to amplify the agency's 'Over 50s in the workplace' research project.
The purpose of the event was to debate the findings from the recent Wavemaker (then MEC), Campaign and YouGov research on ageism in the workplace.
I was responsible for setting the event themes, researching, securing and managing the speakers, and crafting the questions and discussion points.
I pulled together a diverse panel, including those over 50 and under 30, to discuss the value of older people in business. Hosted by journalist Fiona Bruce, the panel explored ideas for how to tackle discrimination and support this section of the workforce.
I also worked with the marketing and PR teams on the invitation and comms strategy for the event.
The event was attended by over 200 prospective clients, industry associations and press.
Coverage was taken up by Campaign magazine both on and offline. Business Insider ran it as a news story and it also ran as part of their daily ‘The 10 things in advertising you need to know today’ piece. Other marketing press included Mobile Marketing and More About Advertising.
Secure a range of speaking engagements at leading industry events as part of the wider PR plan for TRIBE's UK launch.
I was charged with identifying relevant opportunities across the industry event spectrum for TRIBE's Founder, the CEO and its newly appointed UK Country Manager. My work included crafting event ideas to fit TRIBE's messaging goals with the set themes of each event. Once a session was secured, I worked with the speaker on the content for the session, and with the marketing and PR teams to promote and amplify the opportunity.
Speaking engagements were secured at Social Media Week, Advertising Week Europe, Marketing Week Live, Festival of Media, Festival of Marketing, and Cannes Lions. A seat on the jury of the inaugural Social and Influencer Lions at Cannes Lions was also secured, and countless interviews, features and opinion pieces were placed as a direct result of these engagements.
Jules Lund, Founder, TRIBE
"We had the very daunting task of expanding our tech company from Australia into the UK. We had no clue what events to target or how to negotiate them.
Alison was a god-send. She tapped into her network and expertise to deliver us an overwhelmingly successful launch. And we had some great laughs along the way."