IRON LADIES: You Turn If You Want To

Contrary to many reports that the use of digital technologies to deliver or support business events was a pandemic necessity, two of the world’s leading PCOs are steadfastly refusing to U-turn to a bygone design. Emma Bowyer of ICMS Australasia and Nicole Walker of Arinex PTE were united in their commitment to using technologies to replace, enhance, or support their client events post pandemic with clarity of belief that the event format deployed is secondary to the impact sought.

“Why don’t we have an impact measurement score in the events industry?”


“We’re certainly changing how we’re delivering events,” said Walker, “Technology is a great way to enhance and influence that change and we are engineering legacy to reflect the change they [clients] seek to leave behind”. But Bowyer was even more emphatic that the impact generated from events should be the driver of design. “Let’s all sharpen up!” she says, “We should all be on a scale of contribution of impact – and if we aren’t, well then find something else to do!”

Echoes of leadership not heard for a generation…

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