Beyond the Gimmick How INCEPTION Turns Events into Measurable Revenue
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What is the purpose of Inception’s event design and how do they differ from typical trade‑show agencies?
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Hello everybody, welcome along to the Event Industry News Podcast with me, James Dixon. Wishing all a very good morning, afternoon, or evening whenever or wherever you tune into today's podcast from. And uh today very much so what we you know, whenever my guest tunes in and joins today's podcast from, because they're uh they're away at the moment, um, they're abroad uh with a five hour time difference. But I'm very, very grateful uh to to anybody who's Of gets up early and uh and puts a little bit of time in their diary to join us on the podcast and have a little bit of a conversation about what they do in the events industry. Um, my guest today is a first-time visitor to this here event industry news podcast, and I'm looking forward to finding out a bit more about them, a bit more about their company, what they do in the industry, and what their thoughts are on the industry at the moment.
Joining me today is Mark Hutchinson. Mark is the managing director. of inception. Mark, a very warm welcome to the podcast. How are you?
Hi. Yeah, very well. Good to be here and I'm looking forward to Um connecting and and discussing more around the subject that we discussed previously and uh yeah. Um Yeah, sharing some insights and and um a bit more about the uh what we do as an agency with your listeners. Absolutely.
Um so yeah, agency, I think, you know, th th there's a little bit of a hint into into, you know, where we may be going and and and what you do as a as a business market. But tell us a little bit about uh about yourself first of all, professional background and how it led to you forming um and running Inception.
Yeah, no, great. Um, I mean, like many people that I've have come across and connected with in the industry, it's not always a linear career line. So I actually started out originally in radio, believe it or not. So I was at a radio station, I was doing a sidekick. kind of young person's job where I was on a uh breakfast show and I was doing activations and ticket giveaways and sponsorships and uh for GCAP media. So it was one of the local radio stations. And then I actually progressed into managing their events team. So it was like Roadrunners or or um or or Black Thunder as they were called back in the day. It was when radio had money actually, which is
Yeah, I re I remember it, the the classic days of the road show.
Yeah, so I used to manage the the team that did row shows and activations and launch events uh for the radio station. And then when I saw that um radio was getting less funding and it was going more into other media areas, I decided to move on and then move into event production and technical production. And I was actually at a um LED screen and and technology company that used to uh buy in tech and then uh rent it into the industrial sector and into creative agencies and into permanent installations. Um and then during that time I really um felt frustrated with the creativity actually. So I was finding that Getting technical equipment or um tech and selling it into agencies that were doing amazing work and amazing creative projects and things that really inspired me, I felt like that I wanted to actually transition into more of a creative agency eventually.
And that's where my path led to um actually moving into um agency life or or a creative agency and going through Um I actually worked for three of them before uh starting Inception and founding it um back in two thousand and nineteen. Okay.
So a as as a creative agency, what are there I know I I guess I know the answer to this, but i do you specialise in one particular area of events or uh you know, are you working on, you know, very much brand activation? Is it trade shows?
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Chapters
3 chapters
1
What is the purpose of Inception’s event design and how do they differ from typical trade‑show agencies?
0:00–8:53
2
How did Mark Hutchinson’s career path lead him to found Inception?
8:53–21:38
3
What types of activations does Inception specialise in – trade shows, pop‑up retail, product launches or all of the above?
21:38–28:25
Speakers
2 identifiedMore from Event Industry News Podcast
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