My Event World - Francesca Elliott, Momentum Worldwide

Francesca Elliott, director of experiential and events at Momentum Worldwide, talks about growing the agency from one person to 15 in five years and receiving letters from the Queen.

My Event World - Francesca Elliott, Momentum Worldwide
My Event World - Francesca Elliott, Momentum Worldwide

I got into the event industry because…

I don’t necessarily consider myself to work in the ‘events industry’, as the meaning – and understanding – of events is too ambiguous, and in some instances, niche. Instead, I very much feel part of something bigger, part of the new-order advertising world.

I chose to specialise in experiential activations because I truly believe well executed, considered ‘live moments’ have the power to involve, inform and influence the audience on a more intimate basis than other channels. I chose the experiential sector because we are humans, not ‘audiences’.

I have worked here since…

May 2010, which was after the global financial crash and before the Olympics. Neither was for the faint-hearted.

I was attracted to this particular role because…

It had huge potential. The ‘team’ back then was a team of one – me. Over the years we’ve strengthened, grown and are now a team of 15 experiential and corporate event managers, producers, technicians and staffing experts responsible for the delivery of some incredible activations.  

I am genuinely proud of what we’ve achieved but we are by no means at our peak. The huge potential that attracted me in the first place is the same thing that has kept me here.

Not many people know that…

I have numerous letters from the Queen. I wrote to her a lot as a child.

The best event I've been involved was...

The MMIX (Mobile. Music. Innovation. eXperience), the official Mobile World Congress 2015 party. Lead times were prohibitively tight, the KPI’s punchy, the city on lock-down and all this underpinned by the additional target of ensuring the activation was cost-neutral. 

However, we nailed it, delivering a live experience that surpassed all expectations. We have also created a property that can be licenced and activated elsewhere, which opens up some very interesting commercial possibilities.

If I could do it all over again I would…

Trust my gut instincts more, as they’re never wrong. The gut has more neurons than the spinal column, so there’s definitely something in this!

The one thing I can't stand is...

The part of the procurement process that commoditises what we do, i.e. It’s not how much it costs, but what value does it add to my bottom line. That, and unfairness.

Outside of work I spend my time...

Seeing where the wind blows me. I try not to have too much of an itinerary – there’s enough of all that at work. 

If money were no object I would…

Move to the Balearics and commute from there when needed.

If I could switch places with anyone else in the industry it would be...

No one right now. I love where I am, and I’m excited to see how it’ll play out.

If I ruled the event industry I would…

Ensure there was a standardised definition for the term ‘events’. I would also encourage investment from all the major players within our sector in to an experiential measurement model that both; holds its own against the more traditional ATL metrics and demonstrates emotional value.

More: Check out Francesca's blogs – Events and experiential: why they usually mean nothing

Comment below to let us know what you think.

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