Events have been developed to be a rich and impactful instrument. Maarten Schram knows more than anyone how the role of the live event has changed. As Director of Industry Association IDEA he sees developments up close. We talked to him about three decades of challenges, trends and the resilience of professionals that characterizes our industry.
Of jazzfestival to event boss
"Like Boozed, I've been in the business for 30 years this year," says Maarten. "In 1995 I graduated and then I worked at the North Sea Jazz Festival. As a great music lover I thought: wow, this is what I want to do." A few years later, he started as a "brookie" in the role of account manager at Impactgroep and eventually became director of the agency.
For twelve years he has been at the helm of IDEA: a club before and before agencies, focusing on quality, advocacy and inspiration.
IDEA represents about sixty offices in events and live communications, from specialists to all-rounders. The community of leading agencies in live. We link our innovative members with the IDEA brand to strong brands and organisations.
What has changed in the event business in 30 years?
"The profession is full of passionate people, then and still now," says Maarten, "but the question has changed." Where it used to be mostly about the event itself, it is now often a broader question. "Strategy, content creation, videos, measureability, the whole process has become richer and more complex. An event not only lives on location, but also digitally, before and after. And that has enriched the event industry over the past decades, with greater reach, more impact and therefore also more interesting as a choice for this medium and investment in this channel."
That's a desk thing. "Coming together live remains special, but is also a costly and complex instrument. You want to get everything out of that! Our role has therefore become more strategic. Where we once made something cool with focus on creation and production, we are now a partner in brand strategy and target group approach. Campaigns and communication, where innovative things such as gamification come back: events are part of a larger whole in which we advise, guide and inspire."
New generation, new mindset
According to Maarten, the new generation of event professionals is ambitious, digitally skilled and well trained. "There are a lot more training courses than before and therefore more trained professionals also on the client side. This is positive, because, as in other sectors, the sector has become more transparent. Also because of the emergence of the internet you can hardly imagine it. You used to call a desk to book an artist and you had little insight. Now the client often already knows where to go and what to do."
Bureaus therefore stand out in vision and . . . . . ever-widening craftsmanship. "If you have a strong signature as a desk, you can really make a difference. Whether you focus on internal transformations, brand activations or creative overall concepts: know what you DNA is and will remain. "And remember: creating and realizing effective live experiences is and remains a truly unique profession that requires craftsmanship." IDEA consequently helps with a quality mark that provides certainty to brands and organisations, the client."
Vulnerable, but creative and enterprising
Distinctive or not: the event industry is and remains vulnerable. Every crisis is often the first blow. So did the corona pandemic. "COVID was a curse and a blessing," says Maarten. "The world once again discovered how valuable live contact is. Our business hasn't stopped. We were a sector that continued to try with research and creative solutions to make live possible. And with success!"
That mentality is according to Maarten typical. "Improvising is in our DNA. We're enterprising, always finding a solution. And maybe most importantly, people like to be together. That's some kind of primal feeling."
"Not greenwashen, but green–do'
Meeting in a sustainable and inclusive way has been a permanent pillar within IDEA for years. "It is no longer a trend, it is the standard. It must be part of everyone's thinking." That is why IDEA has set up the Green Ambassadors programme and is working with Green Events to develop the Event ladder for the business market through the BeFuture Acceleration Programme. In addition, the organisation is working to make the ecological footprint of events clear.
What, according to Maarten no longer works? "Sustainability displays to display. You don't have to add something vegetarian or separate garbage. Just do it! Not greenwashing, but green-doing. It is a broad theme in which we have been actively involving our members for a few years and are also about to anchor this within the IDEA label."
Look forward: tech as enrichment
Technology also plays an increasingly important role in live communication. "Al and data can be extremely enriching if properly deployed. They help with efficiency, creativity and smart budget deployment. But the core of our field continues to be human interaction and to design and produce it as optimally as possible."
That is what we want. Maarten stay that way. "For the next 30 years we will undoubtedly receive new waves of disruption. But live always hits. It is an unprecedented powerful medium that connects, changes and inspires. In times of geopolitical tensions and economic challenges, connecting (international) is crucial. Working together, deepening, being curious, opening up, exchanging; Bringing people together during our events thus has a very important function. Right now!"
