True to Yourself – True to your Client: Adding Value and Winning. Kai Duggal, EVCOM Exec Director

I was delighted this week to be invited to Ben Elton in Conversation with his dear friend Dame Emma Thompson. The evening was ostensibly about his work, his comedic journey, his unrequited affection for Emma and, of course, much laughter.

Later in the evening Elton drew upon Hamlet (quoting Polonius) to remind us:

“To thine own self be true.”

He meant it mainly in the context of being a comedian and writer, but it struck me as something much broader — a reminder for all of us, in life and in work. Because sometimes things don’t go to plan. And that’s OK if you remain true to yourself.

It’s simple advice but not always easy to follow. When dealing with clients in a world of pitches, positioning and persuasion, can we always say we stay true to that principle? It’s tempting to play every “client comfort move” when you want to win new business.

But if you are authentic, clear about what you bring and add real value, every proposal and every conversation becomes stronger.

At EVCOM and for our community of creatives, agencies and producers in corporate live events and film, that idea isn’t just philosophical — it’s practical. It’s strategic. And even if you don’t win the first pitch, authenticity and clarity will earn you respect, trust and traction over time. That’s what builds long-term success.

Adding Value to Clients: The EVCOM Strategy Revisited

Back in May I shared a vision for EVCOM under the banner “Built for Now, Leading What’s Next.”

The idea was simple: we don’t wait for the future — we create for the present while always orienting toward what’s next. It’s about bridging today and tomorrow, helping our members evolve and lead.

A core pillar of that vision is value creation for clients. It’s not just about creative execution but about strategic insight, foresight and partnership. Being a trusted adviser — not just a vendor.

In our recent Senior Leaders Session we explored how agencies and production houses can shift from “I deliver what you ask” to “I help you see what you didn’t yet ask for.”

In other words: proactively adding insight, clarity and counsel.

You can read more about that discussion here The Value of Expertise: A Senior Leaders Breakfast Discussion

We’ll be developing this theme further through a dedicated working group bringing together agency leaders and client-side voices to explore how strategic creativity can drive deeper partnerships and more sustainable growth.

Because when clients feel they’re getting strategic value — not just execution — they’re more likely to stay, refer and invest in bigger briefs. That’s how we grow.

Looking at the Shortlist: Inspiration, Scale, Diversity, Impact

We’ve just released the shortlist for the EVCOM London Live & Film Awards – and what a spread it is.

Big names. Small names. Global players. Boutique studios. All side by side.

That diversity is what makes our industry so extraordinary — and so resilient.

What stands out in the judging so far is this: the work that rises to the top is credible, mission-led and context-aware. It not only showcases fantastic production values but it also has substance: strong ideas, clear client alignment, measurable ambition and cultural relevance.

That ties right back to authenticity and value. When your work shows you understand the client’s world, not just their brief, you’re already differentiating yourself.

Seeing newcomers standing shoulder to shoulder with legacy players is inspiring. It reminds us that creative value isn’t about size or budget but about insight, relevance and courage.

And of course we’re delighted to have our new headline sponsor, IMPACT XM on board – the perfect partner for an awards season focused on outcomes and impact.

The Stage Is Set

Being true to yourself and to what you believe your agency or production company can and should bring isn’t limiting. It’s a strength.

Sometimes you’ll lose pitches. That’s inevitable. But when you consistently deliver genuine value, insight and authority, you build something more powerful than a quick win: trust.

So to all EVCOM members, this isn’t a lesson in how to “suck eggs”. You already know your craft, your clients and your value. But it’s worth remembering that staying strategic, staying curious and thinking beyond deliverables is what sets you apart.

Help your clients see farther. Be the partner they rely on. Let your work — and your thinking — make the shortlist and win.

And finally, congratulations to everyone on the LLFA shortlist — and to everyone who entered. Our judges were incredibly thorough and making it through was no small feat.

But even if you didn’t make the list — come. Celebrate your work. Celebrate the effort. Celebrate the fact that you showed up. Celebrate the people, the creativity and the ideas that make our industry so vibrant. And it truly will be — a wonderful night of creativity and connection.

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