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The world's local event organiser?
London-based events agency GSP is renowned for its high profile work in glamorous locations. Its list includes the Star Wars film premiere party in Monaco (pic left) and the Oceans 13 private party in Cannes for George Clooney and Brad Pitt (click here ).
Indeed, the agency plans to add Cannes to its London operations. Sat Bal spoke to GSP's Jules Stevenson about this and the company's appointment by Cannes Lions International Advertising Festival as one of its preferred event organisers. (5 March '08)
It's no great surprise that Jules Stevenson is checking in for a flight when we speak. Today, it's for Berlin where GSP is handling the party and press conference for the luxury travel resort brand, One & Only.
He can afford to look back over GSP's continental track record with some satisfaction. Anyone who attended their "MTV at the Movies" parties during Cannes Film Festival will recall the transformation of designer Pierre Cardin's "bubble palace" home into a party site of decadent gloss. Perfect for the French Riviera where Cardin's mansion kept us all partying until sunlight shimmered over the Côte d’Azur the next day.
Ocean's 13 party - Clooney and Pitt eye up GSP
GSP's background and experience makes the agency a natural candidate for preferred event organiser at the Cannes Lions International Advertising Festival which is expected to attract over 9,000 delegates from 85 countries during its a week long run this June.
"We've known about our role with the Cannes Lions Festival for a few weeks now," says Jules Stevenson. "There's been a lot of activity already, a myriad of activity from hiring yachts for parties to dressing venues. Client entertainment is paramount at these festivals. The demand for this is there and we're meeting it. This is why we're looking for an office here."
"British event firms are unique in that we keep working until the job is done. The US, by contrast, is heavily unionised and at the mercy of strikes."
GSP's experiences abroad corroborate the value of British creativity and events expertise on foreign shores. "We have the know-how," insists Stevenson. "We have the experience of working abroad, local supplier knowledge and awareness of the dos and don'ts - and Nice is under an hour away so it becomes much the same as creating an event in Manchester."
Hayden Christensen at Star Wars and Red Bull Racing F1 party in Monaco
His view of UK event industry virtues highlights the contrast between indigenous event companies and the British work ethic. "We are easy to deal with and cost competitive here," says Stevenson. "UK firms have certain levels of creativity and work that we put into our events. The US, by contrast, is heavily unionised and at the mercy of strikes as we've seen with the events leading up to the Oscars. British event firms are unique in that we keep working until the job is done and this applies to everyone from organisers to crew."
As if to prove the point, Stevenson is bound for a Berlin that is ravaged by a transport strike timed, allegedly, to coincide with the travel fair that the city is hosting, ensuring maximum news coverage. "If you get a taxi don't let it go," he laughs.
The practice of event companies exporting UK expertise and creativity is one that clearly has resonance for GSP and for others at the apex of the industry. Rather like HSBC's "world's local bank" strapline, GSP seems en route to becoming the "world's local event organiser." Strike or no strike.
RK ______________________________________