Robey joins after former MD Tom Johnson left Beatwax to launch a dedicated events division at M&C Saatchi PR.
Robey has 20 years experience delivering creative events. He was previously head of experience at airport hospitality company No.1 Traveller, which runs designer lounges at Heathrow, Gatwick, Stanstead and Birmingham airports.
He was head of production for Imagination’s Hong Kong office from 2006-2009. There he managed large-scale global exhibitions for clients in China and South East Asia, including HSBC and Ford.
Robey told Event: "Beatwax has fantastic heritage in the film industry and more recently in consumer brand clients. I was drawn to it by the strength of its creative work."
In his new role he plans to grow the company, working with business owners Larry Franks and Graeme Arkell.
Beatwax has also brought in social media specialist Charlie Bagley to oversee a new socially integrated arm of the business. Integrating digital with experiential will be a key focus, said Robey: "Some clients still don’t understand social media and its strengths. They think of it as a bolt-on to amplify the reach of an event, whereas I think we can really enhance the event experience by involving social media from the get-go."
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