Case study: East meets West

Business Area: Events – Concept, Production and Management


Government research had identified that businesses in the east of London were very parochial and were reluctant to trade much further than 2-3 miles from their place of operation.

We felt that that this was inconsistent and at odds with their vocalized growth plans. Our view was, how much growth is possible if you are only trading with businesses in the poorest part of London, who are therefore less likely to have the funds and resources to pay for your service and thus contribute significantly to your growth.

We decided to do something about this and looked to stage a business networking event.

We created and led with the line: ‘East meets West…bringing London’s Businesses together.’

Which had the underpinning theme that: “Businesses restrict their own potential to grow if they chose to work in regional isolation. The possibility of growth and sustainability is increased when they chose to look further afield and work in partnership with others.”

Actions: Part 1

  • Design concept and theme for the event
  • Presented it to sponsors

Actions: Part 2

NB: Green light to start received less than 4 weeks before scheduled date!

  • Secured funding from sponsors
  • Designed and produced all marketing collateral including; Press Adverts, invites, Gift bags and large format display graphics for the event itself
  • Managed all aspects of the event


  • Secured all support (i.e. money) from key sponsors: Access to Excellence (SRB6), Barclays Bank plc, Business Link for London, Canning Town Partnership and Newham Council
  • Event held at Barclays’ former Head Office in Lombard Street
  • Working with an internal database of 825 companies and a venue capacity of 200, we received 200 confirmed (faxed back) bookings and had to put a further 50 on a stand-by list. 
  •  All aspects of the event produced and marketed within 4 weeks 
  • Post-event impact study conducted (after 6 months) indicated that more than 50% of attendees had done business, or were expecting to, as result of attending the event