You’re invited to a corporate event. The atmosphere is pleasant, the event seems well-planned, everything is running smoothly.

Yet, as the evening progresses, a strange feeling sets in. You enjoyed the tapas appetizers, but were surprised by the Asian-inspired entrée. While the string quartet was beautiful, the fusion jazz band was unexpectedly different. As for the decor inspired by the gaming world, you… you… well, you lose track!

The reason is quite simple: the artistic direction of the event lacks harmony. Without a cohesive theme, the evening’s message dissipates. Guests have a good time, but they will likely forget it quickly. This is not the desired outcome.

Event marketing is truly effective when it carries a strong, simple, and coherent message. It’s the responsibility of the artistic director to weave the guiding thread (the course of action to achieve an objective) and ensure consistency across all departments.

Here’s a quick overview of the tasks and challenges of an artistic director during a corporate event.

Build the Evening Concept to Meet the Mandate Objective

The objective of a corporate event should ideally be summed up in a simple sentence, conveying an important message that the company wants to share with its guests.

First and foremost, the artistic director’s role is to envision a concept, a relevant angle, to bring this message to life. This vision will then be reflected in every aspect of the event (food, music, decor, entertainment).

The concept should be inventive yet easily executable and realistic.

Therefore, the strength of an experienced artistic director lies in establishing a relevant guideline that meets the initial objective while respecting budget constraints and other important project parameters.

Validate Ideas from Designers and Suppliers to Maintain a Cohesive Vision

Once the concept is approved by decision-makers, the artistic director will share ideas for each department with project managers. They will need to find the right suppliers to meet the event’s needs.

From signage to furniture, menu, music, entertainment, and scenography… nothing is left to chance. Dozens of collaborators will breathe life into the event concept.

Proposals from collaborators will then be validated by the artistic director. These validation phases during production are essential to ensure resources are used effectively and suppliers are all on the same page.

While keeping feasibility, costs, and timelines in mind, the artistic director takes a sensitive approach to oversee the project’s progression and preserve the essence of the message that the company wants to convey to its guests.