Mishon spoke to Event about his passion for mentoring talent, penchant for investing in the arts, and a recent 'phantom' pitching experience.
I got into the event industry because… My early agency experience was as a generalist in integrated marketing. However over time the industry has polarised between broadcast and narrowcast, and as my heartland lies in the latter the briefs became about one-to-one brand immersion.
As a result I initially became involved in setting up experiential agency Evoke and then acquired The Lounge Group in 2010. Now both are part of Wolf Brand Experience and specialise in brand experiences.
I have worked here since the beginning.
I was attracted to this particular role because… Since 2002 my role has been to invest in and mentor talent, to bring together a mix of excellent talent to create Wolf Brand Experience and deliver upon their collective ambitions.
Not many people know that as an investor in new talent I was a backer of Gutenberg The Musical off Broadway. I followed this up by backing old talent in last year’s West End production of The Pajama Game. Both received great critical acclaim and financial losses in equal measure.
The best event I’ve been involved was... As a great sports fan (I am a Chelsea supporter and MCC Member) any event to do with sport stays in the memory.
Evoke’s events for Adidas with the Chelsea and England Cricket teams in their flagship stores, and the World Cup events we ran for Guinness in bars across Cameroon and Nigeria, showed how sport can really connect brands and their consumers. They also tested our crowd control skills.
If I could do it all over again I would do it all over again – there is no time for regrets.
The one thing I can’t stand is when people treat their colleagues - whether client to agency or agency to service partner - without respect and in an unfair manner. It takes the fun out of business.
Outside of work I spend my time going to the theatre, attending great sporting events and travelling with the family.
If money were no object I would run the campaign we presented to win the phantom pitch. [See below]
If I could switch places with anyone else in the industry it would be Cameron Mackintosh – he certainly knows how to put on a show and engage an audience.
If I ruled the event industry I would ban phantom pitches. I was involved in a pitch not too long ago that was run by a respected intermediary. As the long list was finally reduced to a creative shoot out of three businesses, we were finally appointed. After this the client announced they had no budget and did not spend one pence. Epic!
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