We reproduce InGo’s 25 September interview with Mash Media chairman Julian Agostini, which ranged over events, marketing and his industry heroes:
What is your proudest achievement in event marketing so far?
Julian Agostini (JA): Such a tough question. It’s like being asked what your favourite film is or favourite record. Probably last year‘s International Confex was the highlight. Given where International Confex was when we bought it and then coming through the pandemic – it was spectacular. The introduction of InGo made a huge impact as well, and we felt the results start to really kick in.
Who is your Event Marketing hero?
JA: I suppose I look up to a lot of people. I’ve been inspired by many within the industry in different ways. But if I had to name some, I’d say Philip Soar for his angles, thought processes and incredible analytical brain. Listening to Simon Burton speak is always inspirational. He may be the best speaker on the circuit (and I rate myself, ha ha!). Enthusiasm and super intelligence, I’m always completely engaged from start to finish. I like listening to Hugh Jones as well; very powerful orator. I remember fondly the some of the old school showmen, Andy Center, Brian Wiseman. Roger Shashoua. All of them passionate, fearless, doers, electric, volatile and you were on your toes in their company. I always left a meeting energised.
Sandy Angus: beautiful person, time for everyone; his positivity, adventurous and caring nature are infectious.
It’s exciting working with people like that. I’ve been privileged.
What is the best piece of professional advice you’ve received and who gave it to you?
JA: Richard Pegler gave me advice at the start of my career that’s really stuck with me. He told me that everything starts with the audience. At the time, I didn’t really grasp it, but now I realise how fundamental that is. If you truly know your audience – if you actually have a relationship with them – then the market will follow.
Which InGo feature or tool has been most beneficial to your events?
JA: The automation is dazzling to me. You press a button, and it goes straight to LinkedIn, saying, ‘I’m coming to the show,’ or ‘I’m speaking,’ and it posts something automatically. It’s turning the things you know you should do but don’t have the time for into a one-click solution. It’s fantastic. It’s like the invention of the dishwasher.
If you could describe your event marketing style in one word, what would it be?
JA: I want to say ‘innovative,’ but I think ‘pessimistic’ fits better. Not in a negative sense, but more like, ‘No one’s coming until they’re actually there.’ It’s the cautious approach, making sure you’ve done everything possible to ensure success.
Which team achievement are you most proud of?
JA: Exhibition News Indys is a highlight for me. I’d been trying to persuade the team to launch for ages and as soon as we did it flew. I’m also hugely proud of the work Jack Newey and the team have done on Conference News Global Tech Summit. It’s a fantastic event.
What’s your go-to resource for staying on top of event marketing trends?
JA: I'd say my network of friends in the industry is my go-to. You learn so much just by keeping in touch and sharing ideas with people who’ve been around for a long time. I love listening to the content Exhibition News Marketing Summit & Awards and the groups and conversations that spill out of it are fantastic.
Which recent event that you managed are you most proud of and why?
JA: One Day at Christmas is a very special event for me. Not just because of all the good it does but because of the way it brings the event industry together; venues, organisers, suppliers. It’s a very special feeling to see what we can achieve collectively.
What’s your top tip for someone just starting in event marketing?
JA: Know your audience. Immerse yourself in the groups, talk to them, and listen. Meet them face to face, take them to lunch. If you truly understand your audience, that’s where all your power lies.
Whose work in the industry do you admire the most?
JA: Too many to mention them all! I admire people like Mike Seaman at Raccoon Media Group. He’s really out there, and he puts himself forward as a leader. Also, Lee Newton and Rob Nathan at Media 10 Ltd – what a great business they’ve built. Their introduction brought back real excitement to our industry. Brilliantly innovative.
Peter Jones and Alison Jackson at Nineteen Events Limited – what a team! Always willing to share in how they go about their business. I’m sure they can’t be, but they seem to be forever smiling and walking into Nineteen feels dynamic and a happy place. Douglas Emslie’s work ethic; unbelievable.
Simon Kimble ’s aura and power, holds the room yet with great humility.
I’m also inspired by how the landscape is finally changing in our industry. It was always going to take a while, but there are now a lot of women driving us forward; my wife Liz Agostini is a good example; Mash Media would not have achieved what it has without her. But there are any more:
Alexia Maycock, Julie Driscoll, Laura Biggs, Amanda Barnes, Carina Bauer, Rachel Swann, Penny Moyses, Mary Cole, Laura Tythcott, Sharon Reynolds, Margaret Reeves, Anna Golden, Lisa Hannant to name just a few I’ve been lucky enough to meet on my journey.
And, of course Lori Hoinkes. She’s amazing… a superwoman; unbreakable. We’d all like to be made of the stuff that she is, very few of us are.
I think the thing that all these people I’ve mentioned and many I haven’t (sorry), is that they are ’Yes’ people. As in ‘Yes, let’s get on and do it, find a way’ and that’s what inspires me.
