My Event World - John Law

Event spoke to John Law, activation director at Kreate about his route into the industry, his dislike of 'phone zombies' and planning his own wedding.

John Law is activation director at Kreate
John Law is activation director at Kreate

I got into the event industry because... I get huge satisfaction from seeing activations go from the light bulb moment through to being live and tangible events that deliver the client’s vision. Of course, rarely do things always run smoothly in events and it’s those challenges along with the rapid advancements in technology and social networking, that make this industry constantly evolving, dynamic and exciting to work in.
I have worked here since... the beginning of 2015 when I was approached to join the team as activation director and ensure the smooth delivery of campaigns for our partner agencies as well as overseeing our staffing division, including our 4,500 brand ambassadors.
I was attracted to this particular role because... having worked in the experiential industry since 1999, Kreate have always been at the forefront of the industry and so it was a fantastic opportunity. After meeting the management team, it was clear it was a great fit and I was immediately drawn to their entrepreneurial spirit, energy and ethos of empowering every employee to contribute to business objectives (I’m not one for red tape and politics).
Not many people know that... I’ve met most of the Royal family, including Princess Diana.
The best event I’ve been involved in was... probably my own wedding. My wife and I held it at her parent’s home and converted a barn into the reception venue for 200 guests. It really gave us the opportunity to put our own spin on every element (the branded bottles of homemade gin on every table was probably a mistake in hindsight) and friends and family still remark what an incredibly personable wedding it was.
If I could do it all over again I... wouldn’t change a thing. It may sound cheesy but I’ve been lucky enough to work with some inspiring people, fantastic agencies and forward thinking brands/clients. I’ve delivered events across a broad spectrum of industries and disciplines and I’m still excited about going to work in the morning.
The one thing I can’t stand is... ‘phone zombies’ - people that stare at their smartphones whilst walking. Is anyone’s life really that busy or important that checking Facebook really can’t wait?
Outside of work I... spend my time with my young family, running marathons and coaching others to achieve their running goals (I’m a qualified UKA running coach).
If money were no object I.... would travel the world with my family. Life is all about experiences and learning and I believe there is no greater opportunity to do this than when we travel.
If I could switch places with anyone else in the industry it would be... Hugh Brasher, race director of the London Marathon. Every year he puts on an incredible event and has done a great job of carrying on the legacy handed to him by his late father (Chris Brasher). Having taken part myself for the last few years, the event is impeccably organised, has huge kudos right around the world - every year it’s oversubscribed - and is so inclusive, attracting the best elite athletes to those running for charity. And lest we forget the amount of money raised each year for good causes.

If I ruled the event industry, I would... put experience at it’s heart. An event is no longer just a moment in time. Through technological advancements, we have so many opportunities to create an experience, from the moment someone shows interest in an event right through to well after the dust has settled.

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