My Event World: Emma Ede

Emma Ede joined agency iD Experiential as account manager in 2000, and was promoted to managing director in 2006. She talks to Event about her unknown linguistic skills, passionate brands, and her love of multi-sensory experiences.

Emma Ede of iD Experiential shares her event world
Emma Ede of iD Experiential shares her event world

I got into the event industry because the experiential industry strongly appealed to my creative instincts and I felt it offered more variety than traditional marcomms roles.

I have worked here since 2000, 14 fabulous years.

I was attracted to this particular role because having worked within various departments across iD it was a natural progression for me to take on the role of MD. I have an excellent working relationship with our CEO, Paul Ephremsen, and iD has such a vibrant culture and fantastic workforce. I couldn’t imagine working anywhere else.

Not many people know that I am a French literature graduate.

My worst experience at an event was at a previous agency, I was organising a conference in Ireland for over 100 delegates and as we arrived at the airport my boss was called away to a family emergency, leaving me on my own. To make matters worse our flights had been booked incorrectly for the wrong day... disaster.

If there is one thing I have learnt it's to follow your instincts.

The best event I've been involved with... we have produced some fantastic campaigns for a range of different clients throughout the years so this is always a tough one to answer. But for me it’s inspiring to meet the people that represent our clients across different campaigns. We organise a biannual team conference for one of our biggest in-store clients, Nespresso.

It’s great to spend time with people who are genuinely as passionate about the brand as we are and who have real insight about what consumers really want and, more importantly, do.

The one thing I can't stand is dishonesty. In this business we work closely and trust is the most important factor in the relationship – both internally and with our clients.

Outside of work I spend my time… the last five years have seen a definite change in my social life. Now I tend to be found at ballet classes, swimming lessons and parks with the kids.

If I could do it all over again I wouldn’t change a thing. I am a big believer that everything happens for a reason.

The one thing I can't do my job without is my iPhone and coffee.

If I could switch places with anyone else in the industry it would be Sam Bombas or Harry Parr. I love the idea of travelling the world creating unique and multi-sensory experiences.

If money were no object I would build my own Grand Designs project.

Want to be featured in a future My Event World? Email news editor Samantha Edwards for further details.

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