An Interview with David Ball, Founder of Brandfuel.
Brandfuel are celebrating winning two awards at World Exhibition Stand Resilience Awards. Diamond for Best CompanyStaff Support Plan and Platinum for ‘Best One-Off Event for a Client’ with Clients The Advertising Association.
What does it mean to you to be a 2021 Winner in the World Exhibition Stand Resilience Awards?
We are thrilled to be a winner in the inaugural World Exhibition Stand Resilience Awards. Staying resilient has been a key theme since the beginning of this pandemic and after such a testing time for us all, both professionally and personally, we are encouraged that our internal response to the Covid crisis has been recognised with a Diamond Award. The award for “Best Company/ Staff Support Plan” showcases that it was not only upskilling our staff that was important to us in times of change, but that it was key to keeping our Fuellers connected. We always ensured our staff’s mental welfare was a top priority. Awards like this continue to build morale for our team and give them the
confidence to keep going in such challenging circumstances.
We are also thrilled to not only be recognised for our internal practices but for our client work as well. Our focus from the outset has been our client delivery and making sure our standards remain high even as our skills develop. To win the “Best Client Solution for a One Off Event” award for our work on the Advertising Association’s virtual exhibition ‘Reset’ is a testament to our creative relationship with them and our professional relationship. Ensuring we always guide and support our clients in the best way we can throughout this constant period of change, whilst continuing to not play it safe and push boundaries for their audience.
What changes have you implemented during Covid-19?
We devised our own online broadcast format to maintain a sense of community, share company updates and, most importantly, hone all aspects of virtual delivery for our clients. We’ve since produced 14 internal episodes of broadcast quality programming, and continue to release new episodes on a bi-weekly basis.
Fuelstudios has been invaluable for testing new ideas and tackling client challenges, leading to the development of our own delivery platform Fuelstudios Air.
We’ve also changed our view of how we should operate as an agency. The key elements that we are working on going forwards is to give staff greater flexibility in both the way they work and when they work.
How do you think events are going to change as a result?
We’ve seen clients changing their approach to events in multiple ways, they evaluate why and how they are delivering events with new lenses.
Habits that have been picked up during lockdown as a result of restrictions will be hard to drop. Clients have seen proven success and benefits with
delivering events virtually, they’re able to reach new audiences in a more sustainable way. We know events will inevitably move to a more hybrid model but more than expected will remain virtual.
We believe we will also see a change to global gatherings in one location, this model will become more and more outdated and replaced by producing the same event in multiple locations as sustainable practices take precedence.
As an agency we also have to consider a change to our approach when pitching for events. It’s about complexity, there is no longer one solution for one brief. For each brief we have to deliver three options because of the uncertainty of the current climate, this goes beyond a choice in stylistic approaches.
What does the trade show stand of the future look like?
Trade show stands of the future will be more sustainable and are likely to be completely reusable or designed with a purpose for good, with the trade show being part of the journey on the way to that purpose. Brands have lived
without the luxury of these trade shows for a long time now and really have to reflect on their purpose if they do go back to this model. This reflects the need for designers to always think about the circular economy.