In the latest instalment of our events industry executive interview series we speak to Lawrence Robinson, Director at Branchout Productions, about overcoming the challenges of executing successful events in Europe, the opportunities that come from leaning into creativity, keeping pace with sector change and the impact AI is having now and in the future…
Tell us about your company, products 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?
Working in Europe has definitely become more complex. Increased red tape and rising costs have made international projects more restrictive and harder to navigate.
That said, we’ve been fortunate to stay busy with both European and global events. It really comes down to staying ahead of each country’s regulations; whether that’s shipping, carnets, or other international requirements.
And what have been the biggest opportunities?
Ironically, working overseas still presents great opportunities, if you can work through the regulations.
Generally, there’s a real buzz around events at the moment. More are being delivered, and more brands are leaning into creativity. People still want to connect in person, which means production companies like us are more in demand than ever.
We’ve also seen exciting developments in event analytics, including footfall systems (incorporating cameras) that help clients understand content engagement and social reach. Being able to measure ROI in more meaningful ways is only going to grow in importance. Clients want to demonstrate the success of their event in as many ways as they can.
What is the biggest priority for the events industry this year?
Keeping pace. The industry is constantly evolving, and standing still is simply not an option.
Clients expect more, whether it’s concept, quality, or creativity. Event professionals need to be ready to adapt, reimagine, and push boundaries every time – staying relevant means staying agile.
What technology is going to have the biggest impact on the market this coming year?
AI, without a doubt, as my partner Duncan mentioned in his Q&A here. We’re only scratching the surface of what’s possible with automation, content creation, and smart workflows.
I’d also say digital signage, the cost has come down significantly, making it far more accessible for a wider range of events. Where you might have seen printed graphics before, you’re now seeing vibrant, responsive LED displays and it’s changing the visual impact of events across the board.
Next year we’ll all be talking about…
Still AI. It will continue to evolve rapidly and become more embedded in how events are created, personalised, and analysed.
What’s the most surprising thing you’ve learnt about the events sector?
That it’s much smaller than it looks – everyone knows everyone.
A lot of our team came from working together on other jobs, and the connections you build in this industry are invaluable. But the thing that really stands out is this: everyone wants a can-do supplier. People want to work with teams who are positive, proactive, and solution-driven and that’s something we pride ourselves on at Branchout.
What’s the most exciting thing about your job?
Bringing ideas to life. A client gives us a challenge, and we work out how to make it real – often in very tight timeframes. That creative problem-solving, and the moment it all comes together on-site, never gets old. I love it!
I also really enjoy the growth of analytics in events – helping clients measure impact and engagement gives added value to the creative work we do.
And what’s the most challenging?
Getting the right people on the right job. You can have all the kit in the world, but if you don’t have the right crew behind it, the experience will suffer.
It’s not one-size-fits-all; good crew, premium crew, makes a huge difference. That’s why we invest so much in building a strong network of trusted professionals.
What’s the best piece of advice you’ve ever been given?
It’s not advice but I believe this is true; ‘nice things happen to nice people’. That approach really defines how we work and how we build relationships in the industry. Clients want a positive friendly can-do attitude and that’s what we give them time after time.
