FEATURE


PHOTO BY MARK SUTTON


VELOFOLLIES: AN AGENCY PERSPECTIVE T


Miles Baker-Clarke, Head of Strategy and Creative at Fusion Media gives his views on Velofollies.


rade shows have become the trading posts for the industry, bringing together threads from every corner to one place at one time.


They have always been important, after all, business is most often done over coffee, beer or…frites for that matter, even if contracts are signed in boardrooms. As one of the most well-known specialist agencies in our space, it’s not hard to justify trade show attendance. The scale and location of the show usually cause the most internal conversations as we figure out our holistic purpose for attending. Trade shows mean brands—which is critical to me as the Head of Business Development and Strategy at Fusion Media—but brands almost always mean media.


16 | March 2025 It’s because of that two-pronged opportunity that we


often descend upon trade shows en masse. Some to work directly with our clients exhibiting - perhaps on-booth, with a launch or some other stand-alone activity - or to spend time connecting with the multitude of international media who attend most of the larger shows. Then there is me, in the business of making or renewing connections, spending time with clients and learning how the industry is tackling its latest issues. Velofollies is a great example of this, but I’ll admit to a degree of scepticism on how a seemingly lesser-known show, could deliver enough value across the agency, having never before attended.


www.bikebiz.com


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