A decade of GQ (Reviews) 
GQ's recent Men of the Year awards was particularly significant for Timebased Events which, this year, produced its 10th anniversary GQ ceremony fo the Condé Nast title.
Over the past 10 years Timebased Events has taken the GQ Men of the Year Awards from a small informal drinks awards ceremony to a "must attend".
Here, Timebased Events MD, Richard Dodgson, gives RedKarpet some insight into a perfectionist client and his aspirations for his company.
(4 Oct'07)
David Bowie at 2002 GQ Men of the Year awards
" We
would definitely like to work on edgy brands such as Agent Provocateur
and fashion houses like Alexander McQueen because they have their
finger on the pulse and they aim to set trends with their events. We
worked with Selfridges for over 10 years and the team got a real kick
out of being able to really push the boundaries of what had
traditionally been acceptable on events like Brasil 40, Body Craze,
Tokyo Life and Bollywood. It would also be exciting to get involved
with other High Street leaders like Top Shop and M&S who are
constantly upping their events game.
We've
never limited ourselves to fashion or luxury goods. We've always
delivered events with big messages eg. the launch of the Saatchi
Gallery back in 2003 or the Vauxhall Corsa in 2006.
It's
gratifying to create an event that reaches a wide target audience and
really gets people talking. So, looking forward to 2008 and beyond
this could be events which deliver something new to the public sector
or a major launch like that of Terminal 5 over at Heathrow.
Our
clients in new sectors like the City or finance are often enlightened
by the new angles we reveal in terms of brand development at their
events; angles that we have championed in other sectors. This has
especially come to the fore working with clients at our glamorous
marquee site in Berkeley Square every June. "
Richard Dodgson -MD, Timebased Events
10 years of GQ events :
2007...
“The only thing that could top this off would be Elvis Presley parachuting through the roof!” Sir Elton John as he surveyed the heaving A-List crowd
Sir Elton John and Madonna
500 guests attended the 2007 GQ Men of the Year Awards at the Royal Opera House. This was the GQ Men of the Year Awards' 10th Anniversary and Sir Elton John presented the star-studded event with Sir Paul McCartney, Madonna, Sir Michael Caine, Kanye West, Orlando Bloom and Jude Law - just some of the guests presenting and collecting the awards. The entire event was designed, styled and produced by Time-Based Events for the 10th consecutive year.
“It’s better than the Oscars.” Sir Michael Caine commenting on who was there.
"We asked you to move the event on to another level, but you exceeded that and jumped about another dozen. How are we going to top that? Then again, every year we say that to you and every year you do." GQ MAGAZINE
2006...
Over £1 million generated in media coverage
Rod Stewart takes the podium with an intrigued Jimmy Carr and David Walliams
Another star studded year with Justin Timberlake, Rod Stewart, Russell Brand, Naomi Campbell, Sadie Frost, Kelly Osbourne and Lily Allen ensured the event achieved over £1 million in media coverage.
"The stage set looked amazing...
the production, sound and lighting were absolutely spot on - flawless."
GQ
2005...
In 2005 when Robbie Williams wasn’t scheduled to attend, the event created a frenzy as he was announced on stage as Gary Barlow to a surprised audience which included Jay-Z, Pierce Brosnan, Daniel Craig and Davina McCall.
Robbie on identity theft
“It is always a pleasure working with
you – you instil confidence and calm.”
GQ
2004 ...
Pioneering the latest developments from fashion, arts, music and media in its set design
"In
2004 mirrored material frames were sourced from France. These had been
used for the first time at a Jean Paul Gaultier fashion show in Paris a
few months earlier and we knew would be perfect for reflecting the
Royal Opera House's dramatic backdrop to an audience that this year
included Sir Elton John, George Michael, Ricky Gervais,
Ozzy Osbourne and George Michael." Richard Dodgson
Sir Elton addresses his peers
“The stage set was so dramatic, it simply took my breath away at the start of the awards. I don't know how you do it - every year it is better than the last.” GQ
2003...
Discovered and rediscovered -latest venue space
Secured the Royal Opera House as a new venue for the show. The glamorous association of the venue coupled with its exclusivity and central London location were key requirements for bringing the event into a new era.
“Once again your professionalism and that of your team was a joy." GQ
2001...
Worked with client's individual aims and objectives
"We
got to the heart of our client's vision for the awards over the next
decade and so moved the event to the prestigious location of the
Natural History Museum which allowed us to accommodate 500 guests
including Kylie Minogue and David Bowie." Richard Dodgson
“It is very reassuring to work with you and your team. If only everything in life were as simple.” GQ
1998...
Launched as a groundbreaking awards ceremony
The
creative concept behind the inaugural GQ Men of the Year Awards
launched the event as a unique, stylish date for the diary to 250
guests at Café de Paris.