In the latest instalment of our events industry executive interview series we spoke to Duncan Bell (pictured), Director at Branchout Productions, about the speed at which our sector moves, the ongoing shift in formats to encompass live and virtual experiences, the growing use of AI when it comes to adding value and impact, and the importance of adaptability…
Tell us about your company, product and services.
Branchout Productions is a creative production agency that brings events to life through innovative storytelling and cutting-edge technical expertise. Established in 2012 and backed by over 30 years of industry experience, we specialise in live, hybrid, and virtual events.
Our award-winning team combines creative vision with in-house technical capabilities to deliver seamless, immersive experiences. From conferences and award dinners to pop-ups and brand activations, we tailor every project to meet the unique needs of each client.
Whether it’s 5 or 500 seats, transforming a space or elevating an idea, we make sure every event leaves a lasting impression.
What have been the biggest challenges the events industry has faced over the past 12 months?
Over the past year, the pace of delivery in the events industry has accelerated dramatically — timelines have shrunk, making speed and agility more crucial than ever. While the industry has always been fast-paced and constantly evolving, the past few years have pushed that into overdrive.
We’re also seeing continued shifts in event formats, with the blend of live and virtual experiences becoming more complex. At the same time, rising production and logistics costs are putting additional pressure on organisers.
With less room for iteration, creativity under pressure and the ability to adapt quickly have become essential. At Branchout Productions, we embrace and thrive in these conditions — rising to meet every challenge, no matter the scale.
And what have been the biggest opportunities?
We’ve been fortunate to be at the forefront of virtual event innovation — diversifying our services beyond live formats to include fully online and hybrid productions. A standout from our portfolio is GSXR, Branchout’s proprietary online event production experience.
GSXR integrates seamlessly with Zoom, Teams, and other major event platforms, allowing presenters to appear on virtual stages from anywhere in the world. It’s built for engagement and retention, combining real-time Q&A, live polls, breakout networking rooms, and immersive 3D environments to keep online audiences focused and involved. It’s not just a broadcast — it’s an interactive brand experience.
As not everyone can attend events in person, GSXR gives our clients a way to ensure no one misses out on their message — and it looks fantastic doing it. I’ve included a link to our GSXR playlist so you can see for yourself.
The rise of AI also presents huge potential in how we personalise experiences and streamline planning processes (I’ll talk about AI more later).
Beyond virtual, there’s a real buzz around pop-up experiences — giving brands new ways to stand out creatively and connect in unexpected spaces. And as sustainability becomes a priority across the board, we’re working with clients to design smarter, more conscious events that reduce waste without sacrificing impact.
What is the biggest priority for the events industry this year?
For me, AI is the headline act this year. From personalising audience experiences to enhancing planning and production workflows, it’s influencing nearly every part of the event lifecycle. The challenge lies in not just using AI for novelty, but in genuinely integrating it to add value and impact.
We’re already exploring how AI can enhance visual design and improve pre-production efficiency. We’re focused on using AI tools not just behind the scenes, but as part of the final delivery — creating visuals and assets that elevate our service to clients and help their events stand out.
What trends are you expecting to see in the market next year?
We’re expecting further demand for immersive, interactive experiences — events that do more than inform, they emotionally engage.
Clients are increasingly asking, “How can we make this different?” — that’s where our strategic creative thinking (and now supported by AI) is playing a big role. Audiences want more, and we’re here to help deliver it in meaningful, memorable ways.
What’s the most important thing you’ve learnt about the events sector?
Adaptability is everything. I’ve been in events for over 25 years, and the industry constantly evolves — whether it’s new tech, changing client expectations, or external challenges. But one thing that stays constant is the power of teamwork. No event is ever delivered alone; success always comes from strong collaboration and I’m fortunate I have a fantastic team and network of partners around me.
What’s the most exciting thing about your job?
No two days are the same. Every brief, every client, every venue brings something new. I love the process of understanding a client’s vision and turning it into something tangible — especially when we get to transform unexpected spaces.
One highlight was converting a car park into a dynamic product launch venue for indu. Another was creating an experiential pop-up at Waterloo for MAC Cosmetics within a tight footprint. We thrive on turning challenges into creativity.
And what’s the most challenging?
We aim high with every project, so one of the biggest challenges is finding ways to realise bold ideas within the constraints of a client spend. That said, we pride ourselves on going above and beyond — finding smart solutions that don’t compromise the experience.
Personally, I love this challenge. We’re full of big ideas, and we’re always finding ways to bring them to life — even on tight budgets.
What’s the best piece of advice you can offer someone starting in the events industry?
Build your network and protect your reputation. This industry is all about relationships — whether it’s clients, crew, or suppliers. Being reliable, honest, and helpful goes a long way. The events world is smaller than it seems, and people remember how you make them feel.
