EVCOM’s Senior Leaders Breakfast series continues to spark meaningful discussion and connection across our community, and the latest edition was no exception. Hosted at the ever-hospitable Tysers Offices in the heart of the City and generously supported by The Richmond Communication Directors’ Forum, the session turned its focus to a market that remains both full of opportunity and complex to navigate: the United States.
The theme of the morning was simple, but profound—there is no one way to crack the US market. To bring that idea to life, EVCOM assembled a panel of senior leaders who have each achieved success in the US, but through strikingly different strategies.
Matt Franks (DRPG), Dean Beswick (Gorilla Gorilla), Barnaby Cook (Auspicious), and Andrew Thomas (Communicate Magazine) came together to share their experiences—offering attendees not just a blueprint, but a toolkit of diverse approaches, lessons, and reflections.
What emerged from the discussion was a rich picture of what international growth really looks like. For some, success stemmed from building strong local partnerships and taking the time to understand the nuances of American business culture. Others emphasised the importance of establishing a physical presence—whether through teams on the ground or by investing in US-based operations.
The role of authentic storytelling and brand positioning was also explored, with several speakers highlighting the need to tailor content and messaging to resonate with different regional audiences across the US. Equally, there was consensus on the need for patience, persistence, and adaptability—as well as an openness to learning and recalibrating along the way.
The discussion also touched on structural considerations, such as taxation, legal frameworks, and hiring practices, with practical anecdotes shared to help demystify these elements for those considering expansion.
As ever, the breakfast format allowed for intimate, peer-to-peer conversation, with attendees exchanging questions and insights well beyond the panel discussion. Events like these remind us why EVCOM’s community of senior leaders is such a powerful space for knowledge-sharing and support.
Our sincere thanks go to Richmond Communication Directors’ Forum for their continued sponsorship and to Tysers Live for once again providing an exceptional venue. These breakfasts are free to attend, but places fill quickly—so we encourage members to act fast when registering.
To express interest in future Senior Leaders Breakfasts, please contact:
natasha.martin@evcom.org.uk