Guardian Professional, the B2B division of the pullitzer-prize winning Guardian newspaper, delivers business conferences and events - we shaped the commercial strategy.
In its first foray into commercial events, the Guardian wanted to understand the event marketplace, which audiences and sectors to target, how to leverage their existing brands, and what were the most profitable events, event formats and commercial models to deliver to their audiences.
We leveraged our decades of experience in commercial events to deliver a substantial piece of research and market mapping, analysing and the competitor landscape, the major players, and the prominent business models and the Guardian audiences to target. We then made recommendations of commercially viable events, and conceived, created and delivered the first two Changing Media Summit conferences. A commercial success from day one, these were designed to make sense of digital disruption, and create a flagship event property that could be built out into both networks in the media industry, and across into other sectors. Designed for longevity, the event is still going strong.
These events formed the genesis of an extremely profitable commercial events division, with “Changing Summits” created for different sectors, and standing at the very heart of the Guardian Professional networks, a series of community sites bringing professionals in different spheres together to exchange ideas.
And of course the Changing Media Summit has stood the test of time, and is still the brand’s flagship media event bringing together the industry to discuss the key issues and challenges it faces today.