My Event World - Jerome Maas

Jerome Maas, managing director at The Flash Pack, spoke to Event about his The Perfect Catch game show experience, work on this year's British GQ Men of the Year Awards, and passion for travel.

Jerome Maas co-founded photo experience company The Flash Pack in September
Jerome Maas co-founded photo experience company The Flash Pack in September

I got into the event industry because… It just happened that way. Like the best things in life, it just came together. I started out in media and marketing but I’ve always had a love of photography so I launched a photographic agency to encompass all of these things.

I have worked here since 2011 when I founded my first photographic agency. That company then led to the creation of Sharedit, and then in September we merged with The Photo Emporium to create The Flash Pack.

I was attracted to this particular role because I could see the potential for creating stunning photo experiences that were coupled with effective social media sharing and reporting. I love the experiential industry and so that’s where my specialism lies.

Not many people know that I once got through to the final round of casting for The Perfect Catch game show. Thankfully I went travelling instead, because appearing on it probably would have ruined my career.

The best event I’ve been involved was the British GQ Men of the Year Awards in the autumn. While it wasn’t the most complex or difficult event we have delivered, for me it represented the culmination of months of work. It was very satisfying to see our 360-degree Bullet Rig come to life at such an iconic event, with so many notable celebrities in attendance. 

If I could do it all over again I would have set a clear vision, goal and plan from the outset to make the journey a bit more structured. But hey, where’s the fun in that?

The one thing I can’t stand is an inability to do simple tasks. Case in point, the recent contestants on The Apprentice.

Outside of work I spend my time thinking about work! I also enjoy spending time with my seven-year old son or planning my next trip. I love to travel and I’m planning trips to Venice for New Year’s Eve and then to Whistler in January.

If money were no object I would buy an apartment in the city, a chalet on the slopes and a villa on the beach, and spend my time floating between the three (and the rest of the world).

If I could switch places with anyone else in the industry it would be Bernie Eccleston. I love fast cars and he has very deep pockets.

If I ruled the event industry I would put a photo experience at the heart of every event or campaign. I would also decree that creativity becomes a compulsory factor in their creation.

More: My Event World - Rachael Cotton

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