BUSINESS EVENTS ICE AWARDS
A Q&A with Anita Howard
Te founder of the ICE Awards on in-house corporate events
What is ICE and who does it represent? ICE (In-House Corporate Event planners) started with an Awards Ceremony in 2015 to recognise and reward the corporate in-house event organiser community, but has now grown into a much larger platform full of people within the corporate event planner community. We work closely with our com-
munity to develop products, educa- tion and incentives that speak to them, and help them in their day to day lives, including; ICETALKS, ICEDAY, ICEONLINE & ICETALK. We’ve become a crowdsourced
portfolio of safe places for corporates to share and learn on-demand – ICE crowd sources everything from the
community – so a gentle and dis- creet finger on the corporate pulse.
How do we work with in-house event organisers? Te in-house event organiser community has some of the most creative people in the creative Industries but their creativity is often overlooked. We work with the ICE community to give them a tool- box of shared experiences, shared knowledge, and understanding, to help them present themselves in a new and exciting way to internal stakeholders, whilst creating and developing external relationships with their peers from other sectors.
Why is the MICE sector so poor at ‘selling’ to this section of the market? I think it is all symptomatic of the whole event ecosystem. We put corporate event organisers at the top of a self-imposed pyramid, without understanding that they have their
own client, stakeholders and unique pressures that affect what they do. When done poorly, the weight of this pressure pushes down and ends up at the doorstep of the supplier. When done properly, the supplier supports the whole process with knowledge, understanding and solutions that benefit the corporate in their day to day job.
WE CREATE THE ENVIRONMENTS THAT ENABLE MICE SUPPLIERS AND AGENCIES TO HAVE MEANINGFUL CONVERSATIONS
What is ICE doing to bridge this gap? In short, we create the environ- ments that enable MICE suppliers and agencies to have meaningful conversations and not just ‘speed dating’ approaches. Our sponsors such as GES, SEC, ACC Liverpool, Hawthorn, Barbican, ICEBOX have got the ICE right from 2015 and without their support ICE would not exisit. By rewarding, inspiring and educating the sector we create the means to show the industry where their agenda is, and how best to tap into it. n
36 | EVENTSBASE | SPRING 2019
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