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mclcreate appoints new Senior Business Development Manager

Mike Donoghue
The Edinburgh branch of events production experts, mclcreate, has a new Senior Business Development Manager in the form of Mike Donoghue, who joins the company with 25 years of integrated marketing experience, covering brand strategy, creative campaigns, digital technology and business development.

“What makes a successful event?,” Mike asks. “Before I joined mclcreate, I thought it was a relatively simple answer. But now, with the introduction of pre event apps, and the gamification of these apps during an event, the experience can be so much more. Not only can it be much more personal and engaging with delegates incentivised to take part and get involved but it can also yield rich data that allows the conference organiser to tailor their communications much more effectively.”

Although based in Scotland, Mike sees mclcreate’s offering as one that is UK wide. “In Scotland, events are not as much of a priority as they are in the south, and equate to around 10% of the events market. We are aiming for events to get a bigger slice of the marketing cake and move it up higher on the agenda. It’s my belief that events create real return on investment (ROI) and are vital to the marketing mix, for both internal and external campaigns.”

So what does Mike hope to bring to mclcreate? “I am a believer in solutions-focused conversations. I am happy to sit down with the client and listen to the issue they have and see if we can offer a solution, which hopefully we can. However, events are not always the answer, sometimes the solution comes in the form of additional marketing.”

This ROI can be seen very clearly in the internal sector. For example, a recent project for Swinton saw mclcreate create an internal training programme for its employees, delivering an energising and immersive experience for 250 of its Customer Service Managers with a journey through eight learning zones. This way of training provides a major ROI for the client, and leaves staff feeling more enthusiastic than a traditional training day of presentations.

Mike has worked in events previously, including his experience at Saatchi & Saatchi, Fresh and Story, but was intrigued by the digital arm of the mclcreate business which brings in new and innovative dimensions to an event. “The level of engagement that can be achieved through apps and at-show technology means a more effective experience for all involved and is easily accessible to all. Technologies such as facial recognition could soon be introduced, bringing with it a new level of personalisation to the information each delegate receives, rather than broadcasting your messages to a mass audience.”

Tim Spencer, Managing Director of mclcreate comments: “The appointment of Mike to our Business Development team will help us to expand our operations in the competitive Scottish market. We also look forward to him bringing his integrated marketing approach to new and existing clients, further expanding the comprehensive offering and events know-how that we already have.”

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