At EVCOM, our strength lies not only in the work we celebrate but also in the people who guide and shape our direction. That’s why we’re launching Spotlight on the Board, a new content series that shines a light on the expertise, perspectives and passions of our Board members.
Through this series, we’ll be introducing you to the individuals who help steer EVCOM, champion our community, and support the creative communications and live events industries. Each feature will explore their professional journey, their insights into the sector, and the role they play in driving EVCOM forward.
This is about celebrating the leadership at the heart of our organisation — and giving our community a closer connection to the people behind the scenes. And who better to start with than our very own Chair, Andrew Smith.
What inspired you to join the EVCOM board, and what unique perspective do you bring to the table?
I’ve always believed in giving back to the industry that’s given me so much. Joining the EVCOM board felt like the perfect way to help shape its future and learn from others. I’ve been lucky enough to work with incredible brands across film, live events, augmented reality, and global campaigns, so I bring a mix of hands-on creative know-how and a commercial mindset. It has given me opportunity to meet people and see the world I would never have had in another industry.
Looking ahead, what do you see as the biggest opportunity or challenge for the creative communications and events industry?
The big opportunity is right in front of us – using new technology like AI, immersive experiences, and data-driven storytelling to create things that genuinely stick with people. The challenge? Doing it in a way that still feels human, authentic, and responsible, while keeping sustainability at the heart of what we do.
Tell us about a project or moment in your career that shaped your approach to leadership.
Leading the global rebrand for Holiday Inn was a huge turning point – that was my first huge screen, 100m long in an aircraft hanger. It meant working with teams from all over the world, respecting cultural differences, and keeping everyone moving in the same direction. It taught me that good leadership is about listening first, trusting your people, and giving them the space to do their best work.
What do you think the industry needs more of – and less of – right now?
More swagger – confidence breeds confidence. We need brands and agencies to take creative risks and aim for ideas that make people sit up and take notice. And more commitment to sustainability – not just as a tick-box exercise, but as part of the DNA of every project. Less of the “play it safe” approach that ends up producing work that’s instantly forgettable as there is too much noise out there.
When you’re not working, what sparks your creativity or helps you unwind?
Travel is a big one for me – experiencing different cultures always sparks new ideas. I am also a Scout Leader and love that. Music and art are constant sources of inspiration, and I’ll take any excuse to get outdoors, whether that’s a long walk, a bike ride, or just exploring somewhere new.
What advice would you give to someone just starting out in this industry?
Find out what you are buying into because this is a career that can take over your life. Stay curious and open-minded. Say yes to opportunities that scare you a little – they’re often the ones that will teach you the most. Build genuine relationships, because this is an industry built on trust and collaboration. And don’t lose sight of why you fell in love with the work in the first place.
Is there one single thing from your outside work life that makes you better at work?
Getting involved in cultural and creative projects outside my day job keeps me fresh. I have an 11 year old daughter and she keeps me young. Working in Scouting also helps as it constantly gives you perspective.
What’s one thing about you that people might be surprised to learn?
For someone who’s worked with cutting-edge tech my whole career, I’ve got a soft spot for the old-school – I still love listening to vinyl, and losing myself in classic British Black and White cinema. There’s something about analogue craft that never loses its magic.