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12th August 25, London, UK: The days of conferences, networking receptions and gala dinners existing as separate event formats are beginning to fade, as organisers increasingly combine elements of each into a single programme.The trend is particularly evident among returning clients. Around 40% of repeat bookings at London Hilton on Park Lane have evolved beyond their original format, incorporating new culinary concepts, entertainment or production elements to refresh the delegate experience.Aaron Testo, director of groups, conferences & events at London Hilton on Park Lane, said: "Challenging the status quo of a conference, awards dinner or networking event has become a major focus for many of our clients."We're seeing a move towards events that achieve several objectives in one programme, rather than hosting multiple events with individual goals. Clients want delegates to learn, connect, celebrate and build relationships during the same event. That naturally creates a blurring of traditional event formats."The shift is also influencing how organisers approach catering and networking, with food increasingly viewed as a way to bring people together rather than simply provide refreshments."The more engaging and creative a networking opportunity is, the stronger the turnout and the longer people stay," Aaron said. "That's increasingly what our clients are trying to achieve."We're seeing growing demand for interactive food concepts and more social styles of dining because they naturally encourage movement, conversation and connection. It's often where the best conversations happen."Aaron adds that organisers are looking for ways to evolve traditional formats without losing the sense of occasion that makes face-to-face events memorable."People still value moments that feel special, whether that's an awards ceremony, conference or client event," he said. "But they also want those moments to feel more social, immersive and memorable."The most successful experiences aren't built around entertainment or catering for their own sake. Every element should have a purpose. Whether it's live chef stations, personalised food experiences inspired by the destination or interactive entertainment, they should all help people connect, collaborate and leave with something worth talking about."Ultimately, organisers aren't trying to reinvent conferences or awards dinners. They're looking at how every part of an event can contribute to the overall experience and help people get more from being there."

The Scottish Event Campus (SEC) has strengthened its Conference Sales team with the appointment of Campbell Arnott as Senior Sales and Business Development Manager.Campbell joins the SEC following 16 years with the Glasgow Convention Bureau, where he played a key role in attracting international conferences to the city and helping secure business events that continue to deliver lasting economic and social benefits for Glasgow.In his new role, Campbell will help drive the SEC’s international association strategy. Working closely with the SEC’s city partners, his role will support the SEC’s ambition of strengthening its position as a premier international conference destination.Campbell Arnott said: "Glasgow is one of Europe's most attractive and accessible congress cities and the SEC is its anchor, combining world-class facilities with an incredible delegate experience. I've always believed that if you work in sales, you need to truly believe in the product you're selling, and there are few better products than Glasgow and the SEC."I’ve spent most of my professional career working closely with the venue team who are hugely experienced in delivering major conferences. I’m really excited at the opportunity of playing a much bigger role in securing future business and helping to bring even more success to the SEC and the city."There's a real ambition about where the SEC wants to go, and the opportunity to work alongside such an experienced team to help secure the right conferences for the future was something I really wanted to be part of," he addedCampbell joins the SEC at an exciting time for the business as it continues to strengthen its position in the international association market. This year, the venue has welcomed landmark events including the American Geophysical Union's Ocean Sciences Meeting which was held outside North America for the first time, and the ERA Annual Congress, Europe's largest nephrology conference, which attracted record attendance.Recent conference wins include the 25th IET International Conference on AC and DC Power Transmission and the International Congress of Mathematicians in 2030.Dawn Lauder, Director of Conference Sales at the SEC, added: "Campbell is very well known and respected in the international association community and has spent years championing the SEC, Glasgow and Scotland on the global stage.“Every major congress the SEC hosts brings academic, clinical and commercial knowledge to Scottish institutions, creating lasting intellectual capital. Campbell’s experience and industry knowledge will be invaluable as we seek to build on our success to date and deliver more major international conferences for the venue. I’m delighted to welcome him to the team.”

Aviva Studios, home of Factory International, will host MAD//North for a third consecutive year when it returns in February 2027. The announcement, which went live at MAD//Fest earlier this month, follows another successful showing in Manchester, which saw the event welcome 4,000 delegates from the North’s creative, media and marketing community.MAD//North has now established a reputation and profile in Manchester that has not only seen it enjoy year-on-year growth, but also attract internationally recognised brands, speakers and influencers. This year, MAD//North brought together brands including Unilever, Bupa, Primark, Manchester City FC, Stripe, ITV, TikTok and BBC, sat alongside agencies, creators, innovators and emerging talent from across the North and beyond.At the heart of the event itself was a design-led, original and ‘unconference-style’ approach, built around the theme of ‘Northern Soul’. The event design encouraged movement, conversation and self-curated experiences, blending content, networking and live activations.The return is a significant moment for both the event and the city. In Manchester, MAD//North has found a natural fit, using the campus environment of the surrounding St John’s area and the city’s wider creative district, while connecting the event with neighbouring spaces and local businesses. The collaboration between event, city and venue has created an experience that feels distinctly Northern in character and ambition.Dan Brain, Co-founder of MAD//Fest, commented, “Coming back to Manchester and Aviva Studios was a very easy decision for us. The response to MAD//North was overwhelmingly positive, not just from our audience and partners, but from the wider creative and business community across the city.“There’s a real openness and energy to Manchester that suits the spirit of the event, and Aviva Studios gave us the flexibility and scale to create something that felt collaborative, ambitious and connected to its surroundings. We’re excited to build on that again in 2027.”Stephanie Williams, Head of Events at Factory International, the organisation that programmes and operates Aviva Studios, added: “MAD//North is exactly the kind of event we love to host at Aviva Studios. It’s an event brand that is bold, inventive and innovative, but not afraid to have boldconversations. It also embodies our own values, and that of our city, of creativity, culture and business-for-good in a way that feels authentic and meaningful.“The team at MAD//North brought the venue and the surrounding area to life, attracted a contemporary crowd of influential and inspirational people and created some outstanding content. We can’t wait to work with them again in 2027.”The 2027 edition is expected to build further on the campus-style model, with organisers already exploring expanded programming, deeper collaboration with local partners and new ways to connect audiences with Manchester’s wider cultural and creative ecosystem.