Recently, our Joint MD, Adam Sherlock shared some thoughts on AI’s role in revolutionising trade stand management and congress design. And he’s spot on—rather than ‘smuggling AI’ into the workplace we need to find the right ways to explore this next step.

Read more below and check it out on LinkedIn

Congresses are one of my favourite sectors within the creative industry. The vibe is different—multiple suppliers, all in the same space, showcasing their work.

We all appreciate a ‘standout’ stand—the unique design, the most engaging experience, or even just the one with the best giveaways. But what was the journey that stand went on? And what role has AI played in its development?

Adapting and implementing AI across much of what we do is no longer a choice—it’s a necessity. Initially, creatives saw AI as a threat to the norm, but resilience and adaptability are in our DNA. The focus has since shifted to maximising AI’s potential and improving our offering to clients.

We’re all using AI to some degree—sometimes even in secret. I recently read a BBC article about employees ‘smuggling AI’ into the workplace. Businesses that restrict exploration will surely be left behind. At Outlook Creative, we’ve launched an AI action group to explore its evolution together.

We thrive on disruption and breaking patterns—something AI has yet to fully master. It’s often said that AI lacks personality. However, what it does offer is an invaluable tool to accelerate projects and push creative boundaries.

The fun part. Brief received. Pencils at the ready.

The phrase ‘sketching on the back of a cigarette packet’ may be lost on some, but some of the best ideas have started this way. From early iterations to days of tweaking in the studio, the ideation stage has always been an exciting process.

This is also where AI can work its magic. Quick-hit ideas provide a great starting point and help steer creative direction. Anyone who has attempted to design an entire stand will understand the frustrations it can bring. AI won’t replace the creative process, but it can assist with designing specific spaces, exploring different viewpoints, and refining layouts.

Industry trends and data are now easily accessible. Understanding what has worked well at past congresses is just a prompt away. AI doesn’t replace experience and firsthand knowledge, but when pitching for a new project, it can be invaluable. The same applies to analysing your target audience—this has never been more accessible. These are all positive changes, and a good agency will use these tools to become a more valued partner. The true value lies in collaborating with AI and knowing how to use it effectively.

“From early iterations to days of tweaking in the studio, the ideation stage has always been an exciting process.”

Bringing concepts to life has always been an adventure—traditionally, it required detailed sketches, 3D renders, and long hours in the studio. As creatives, we know the challenge of communicating a vision to clients and vendors. You see it clearly in your head, but how do you best convey it?

3D renders have long been an essential tool, allowing us to create a tangible representation of a stand. When produced by a skilled 3D artist, they are incredibly effective, but the process can be time-consuming and costly. AI is now helping to streamline this, working under exact specifications to generate visuals faster—allowing creatives to focus on pushing boundaries and exploring multiple options.

This doesn’t eliminate the need for 3D artists—quite the opposite. It strengthens the relationship between creative and production teams, ensuring efficiency while maintaining a human touch. The transition from sketch to 3D now seamlessly merges ideation and visualisation, opening up new possibilities for immersive previews, real-time adjustments, and virtual walkthroughs.

However, make no mistake—this is still a skill-driven process. AI is a powerful tool, not a replacement. The real value comes from how AI-driven visualisation supports human creativity, giving agencies and clients another layer to make bold, well-informed decisions.

We’ve said it before, and we’ll say it again—it’s all about the research.

Endless hours of Googling have always been an inconsistent task, digging through out-of-date trends and questionable sources. AI now helps with quick-hit insights upfront. Working alongside creatives, project managers, and tech teams, AI can supply real-time data on location-specific options, costs, and availability. It’s not always perfect, but it provides a strong starting point to guide decision-making.

At the core of great trade stand management is human interaction. AI isn’t just about assisted search; it’s about enhancing engagement. The best agencies understand that leveraging AI effectively is key. No single tool does everything—it’s about stacking AI capabilities to enhance storytelling and interaction.

Some key AI-driven applications for on-stand content include:

At Outlook Creative, we see AI as a tool—a partner, not a replacement. It helps transform creative ideas into reality while keeping human insight at the core.

Craftsmanship, experience, and attention to detail are where agencies set themselves apart—core elements of effective trade stand management. There is nothing artificial about that.

Yes, the world of ‘digital twins’ and online congresses is exciting, but when it comes to the physical and human element—does anything really beat face-to-face interaction? Personally, I have yet to see AI’s direct impact on physical builds, but I’d love to hear others’ thoughts.

One critical point the entire creative industry must consider is sustainability—a topic that deserves an entire discussion of its own. AI requires massive amounts of power to function, and this should be factored into post-event sustainability reports. If we’re truly striving for greener events, this is something we can’t ignore.

AI isn’t replacing creativity—it’s reshaping how we work, unlocking new efficiencies, and challenging us to think differently. The best agencies will be the ones that embrace AI as an enabler, using it to refine ideas, enhance visualisation, and improve engagement.

At the end of the day, congresses and exhibitions are about connection—between brands and audiences, suppliers and partners, and ideas and execution. AI can enhance these connections, but it’s human creativity that brings them to life.

Want to see how AI can improve your next congress? Get in touch today to see how Outlook Creative can support you with design, trade stand management and everything in between.

Written by Andy Upton, Art Director

Recently, I had the incredible opportunity to visit Forward Festival Vienna, the final stop in their four-city tour across some of Europe’s most inspiring creative hubs.

This two-day event, held in the historic Gartenbaukino—Vienna’s oldest cinema—was a masterclass in innovation and artistry, featuring over 20 world-class creatives sharing insights, techniques, and jaw-dropping projects in design, animation, and film.

Vienna is a city that breathes art and history in equal measure. From the vibrant graffiti along the Danube Canal to the majestic palaces, cathedrals, and monuments scattered across the city, it’s a stunning blend of classical elegance and modern urban grit. 

I was lucky to have some time before the festival to explore, soaking in the visual feast the city offers. Everywhere you look, there’s inspiration—whether it’s the intricate details of Baroque architecture or the bold, expressive street art.

The speaker lineup was packed with talent, but a few stood out for me:

If there was one recurring theme throughout the conference, it was playfulness. Every speaker touched on the importance of embracing a playful mindset—not just as a means of crafting standout work but also as a way to make the creative process itself more enjoyable. Whether it’s experimenting with wild ideas or pushing boundaries, it’s clear that a sense of fun can be the secret ingredient to success.

Forward Festival Vienna wasn’t just an event; it was a celebration of creativity and a reminder to approach our work—and our lives—with curiosity, courage, and a little bit of mischief. Vienna’s charm and the festival’s energy left me inspired and ready to infuse more playfulness into my own projects.

Forward Festival Vienna got you inspired? Let’s bring bold creativity to your next project. Get in touch to see how we can collaborate.

“Have we become too comfortable with convenience?”

Our Joint MD, John, recently took a trip to Switzerland to catch up with some of our clients (read about it here). It was a valuable visit for lots of reasons—not least because of his now expert-level knowledge of Swiss public transport—and it got us thinking.

With hybrid and remote working becoming more commonplace as a result of the COVID-19 pandemic, is the ease of virtual communication actually just moving the dial too far in the wrong direction?

Like everything in life, it’s all about balance—and Teams and Zoom have undeniably brought huge benefits, especially in a more eco-conscious world. But many of us have seemingly convinced ourselves that virtual catchups are more effective.

John’s week in Switzerland gave us a timely reminder that this isn’t always true. But more importantly, it led to two vital conclusions:

The science stuff

Our discussion about the impact of our boosted screen time set the cogs whirring; surely there’s something scientific in all this? As it turns out, there very much is.

We know that the timeline of human existence on Earth stretches back around 200,000 years. Up until March 2020, the majority of this time has been spent almost exclusively in person.

So, face-to-face interaction is deeply rooted in our biological evolution. More recent findings also show that our behaviour, brain processes, and cognition work differently when we interact in the same physical space.

It’s a chemistry thing. In-person conversations, along with physical gestures like handshakes and hugs, have been proven to release oxytocin—a feel-good hormone that builds trust and fosters social connections.

Which makes sense. It’s much harder to read things like body language and social cues through a screen; we lose the subtlety that’s so key to shaping our dynamics and strengthening our relationships. The task-oriented nature of our virtual meetings also leaves little space for the small talk that helps us feel more connected with one another.

“You can’t truly add value and elevate a project with creativity until you know your client. And you’ll never fully know your client until you’ve spent time with them in person.”

How do we reconcile this with modern-day agency life?

Ours is a people industry. It’s also creative and fast-paced with tight deadlines. Sometimes, we just need to get shit done, pronto, and in these instances, it absolutely makes sense to jump on a Teams call.

But the thing is, it’s not always about productivity or efficiency. Building trust and rapport with our clients is essential for us to do what we do best (transforming creative into reality). And you have to put the work in to make this happen.

We’ve never been an agency to just churn out what our clients ask for without a second thought; we pride ourselves on going above and beyond. But you fundamentally can’t do that well without knowing the person behind the brief.

So, to answer our own question, we think convenience is overrated—and we challenge you to change our minds. Let’s chat about it in person; coffees are on us.

Let’s make ideas happen—together. Visit us in person and experience how collaboration sparks creativity.

In case you missed it, we recently launched Inside Outlook—our first ever outward-facing digital magazine. And we’re really proud of it! It’s the first time we’ve truly flung open the door to our world of creative problem-solving and invited everyone in for a hearty dose of all things Outlook Creative.^* 

Have a flick-through while you’re here. It’s full of honest conversations, stories of fulfilling client partnerships, and insights into the thought processes behind our work—essentially, all the things that get the cogs turning. 

But the process of getting here sparked a wider debate. Isn’t a digital magazine a bit of a rogue move? We all have busier lives, shorter attention spans, and more content to digest than ever. It’s a short-form world. Surely no one’s going to read a 60-page magazine? 

We’re going to go out on a limb and say…We think they will. 

This isn’t just us blowing smoke up our proverbial. Digital magazines aren’t a new thing at Outlook Creative—our internal magazine, The Outlook, publishes three times a year and receives consistently high engagement rates. In fact, its popularity is what inspired a host of additional longer-form publications (including the one that’s the subject of this article). 

We’re also noticing a growing trend towards long-form content among our clients. We recently won a competitive pitch to work with Salts Healthcare on their The Salts Way campaign. Our proposal for this lifestyle-inspired, nurse-led movement is centred around a campaign linchpin of—you guessed it—a carefully curated magazine. 

Now, these examples may be anecdotal, but the broader point we’re making is echoed by the wider industry and consumer behaviour.  

It’s not news that AI is transforming marketing at a rate of knots. But as a direct reaction to the saturation of uniform and often impersonal AI-generated content, experts predict that human-centric content, storytelling, and making an emotional connection will become more important than ever throughout 2025 and beyond. 

In other words, people are craving authenticity and human stories. Digital magazines (and other longer-form mediums) provide an ideal platform for delivering the depth and meaningful engagement audiences are looking for. 

“People are craving authenticity and human stories. Digital magazines (and other longer-form mediums) provide an ideal platform for delivering the depth and meaningful engagement audiences are looking for.”

We’re not saying that long-form content is the be-all and end-all of answering this need for a genuine, trusted voice. What we are saying is: Don’t write it off as part of a bigger strategic picture. 

Because, while a pithy social post, short blog, or video is great for capturing attention, longer-form pieces are where you maintain that interest as part of an integrated cross-channel strategy, meeting your audience further down the funnel with the specifics of how your offering can make their lives easier. It’s also an opportunity to demonstrate thought leadership and authority on a more extensive scale—qualities that build confidence and scratch the authenticity itch.  

So, it’s clear that long-form content is far from dead. It’s actually alive and kicking when used strategically—for example, a digital magazine that offers an interactive, multimedia-rich experience that stands the test of time… 

That’s why we stand by our assertion that we think people will read Inside Outlook. And we’d hate for you to miss out. 

“Long-form content isn’t dead. It’s actually alive and kicking when used strategically—for example, a digital magazine that offers an interactive, multimedia-rich experience that stands the test of time…”

*Everything featured is work our NDAs allow us to talk about. Anything else remains for our respective clients’ eyes only.  

So, there you have it. That’s Inside Outlook. Want to feature in the next issue or have a magazine of your own? Get in touch and let’s chat.

Danielle Reading is stepping up as our Senior Event Project Manager—the natural next step for someone who makes project management look easy.

As Adam Sherlock, our Joint Managing Director put it: “[Danielle brings] a strong sense of tenacity and a dedicated client focus on every event she delivers.”

We’re excited to see what comes next.

When not working at Outlook, Danielle has a second full time job keeping up with her three children’s social calendar, being mum’s taxi or walking her pooch Phoebe, officially her fourth baby and bestie.

“Danielle has an incredible desire to be busy and valuable. Her commitment is clear to see.”

John Lloyd, Joint Managing Director

“Danielle has truly grown into her role within the LI team, demonstrating a strong sense of tenacity and a dedicated client focus on every event she delivers. We’re excited to see her career continue to advance—well done, Danielle!”

Adam Sherlock, Joint Managing Director

As a wise Client Services colleague of ours once said, “Our job is effectively to make our clients’ lives easier.”

At Outlook Creative, we see this as less of a principle and more of a promise. It extends to every creative service we offer and underpins the very thing we hang our hat on: transforming creative into reality.

Like all promises, it’s built on trust, integrity and credibility—saying what we mean and meaning what we say. Because what’s the point of style if there’s no substance to back it up?

So when we say “We make film easy”,what does that actually look like? And most importantly, what specific benefits does it bring to our clients?

One of the biggest transformations we’ve seen recently is the introduction of our snazzy new Elements™ server. This state-of-the-art media ecosystem is purpose-built to support every step of the post-production and broadcasting workflows.

…which is technical speak for “a top-tier tool that makes your video projects as faff-free as possible.”

Sounds good, right? Let’s get into the specifics:

Immediate access with just one click
Elements^™ puts your projects at your fingertips. No more downloading, uploading, rinsing, repeating. One link, one click, and you’re ready to dive straight in. Simple.

Feedback on the fly, wherever you are
Provide edits, make notes—whatever it is, one of the biggest benefits of this new way of doing things is that you can instantly feedback on your videos with time-coded annotations. Gone are the days of unwieldy email back-and-forth; you’re in your Element^™.

Quality through collaboration
As the old saying goes, “Many hands, in real time, make more efficient work” …or something like that. Elements^™ is built with cross-team collaboration in mind, so whatever it is your project needs, we can facilitate it pronto.

Less time, more moolah
We’ve saved the best ‘til last. Elements^™ exists to make things happen in the most streamlined way possible. That means optimised workflows that deliver better work for lower costs. It’s a win-win.

Elements™ is a top-tier tool that makes your video projects as faff-free as possible.

So, there you have it. Our flexible, future-proof, and easy-to-use new server. Keen to put it to the test? Get in touch and let’s chat about how we can use it to make your next video project easy.

30 August is a significant date for Outlook Creative. Any guesses why?

Yes, it’s the penultimate day of the summer (*cries in British weather*). No, it’s not the collective sigh of relief at it almost being time for the kids to go back to school.

It’s actually way more significant than that.

We’ll give you a clue: for us this year, summer’s not the only season drawing to a close with the arrival of September.

That’s because on 30 August, we bid a fond Outlook Creative farewell to two of our longest serving and much-loved Seekers. Jason, our Design & Digital Director, and Amie, our Operations Director.

With a combined 51 years of service between them, both Jason and Amie have played key roles in shaping the Outlook Creative we know today—which it’s fair to say is completely unrecognisable from the place they joined over 20 years ago.

We’ll miss them hugely, and it’s impossible to thank them enough for everything they’ve done over the years. But before we get too mushy, as with all goodbyes it’s only right that we take a good old trip down memory lane.

You ready? Step inside the Outlook Creative time machine…

The year is 1996. Spice Girls’ Wannabe is top of the charts. Acid-wash denim is all the rage. The nation’s buzzing with the hopeful prospect of football coming home (too soon?).

Jason, however, is walking through the Outlook doors for the first time, having taken a chance on one final job application before boarding a one-way flight to Australia.

“It was a completely different place back then,” he muses. “It was much smaller—I think only around 10 people—and it was heavily event-focused.

To put it into context—and God, this really does make me feel old—when I rocked up on my first day, they had no Apple Macs, just a couple of really rubbish PCs using software I’d never heard of for slide production. The Internet wasn’t even a thing. It was still faxes and couriers for moving assets and files around.”

Mad, right? Jason agrees. “I really did wonder how I was going to get on, and whether it was the right choice for me.” Luckily for him (and us), he was soon enveloped by the Outlook charm—as was Amie, when five years later in 2001, a series of sliding doors moments led to her first day on the reception desk.

“I remember it like it was yesterday,” she reminisces. “I saw the job ad in the Chronicle and dropped round my application in person. Bill, the Finance Director at the time, recognised me from his local, the Bold Dragoon, where I’d been working.”

Little did Bill know, Amie had already been shortlisted for the role. “I started the week before my 20^th birthday, was handed a branded mug with my name on it, and immediately felt like part of the family.”

“Believe in yourself and don’t wait for things to fall into your lap. I’d also say be kind and full of praise for your colleagues—let people know you value them!”

Of course, such extensive tenures come with a whole heap of memories. When asked for his standouts, Jason can’t help but smile. “I’ve got loads, as you can imagine. And the majority aren’t publishable!”

We’ll have to use our imaginations for those. But some of the more SFW ones give an idea—think travelling round the world, including a pretty memorable client sales conference that took him to Palm Springs.

“They had the astronaut, Buzz Aldrin, as guest speaker, and camels being paraded through the audience as part of a big reveal. The local techies working for us on the event decided to abseil down the hotel wall to meet us on the patio for beers!”

While Amie’s favourite memories may not feature wild animals or abseiling techies, her 23 years at Outlook have been shaped by the same two key components: people and fun. “I’ve made some of my best friends here,” she reflects. “And it’s these relationships that have made me who I am today.”

When asked about personal highlights, she paused for a moment. “A real proud moment for me was getting my seat on the LT in April 2017—the first woman to do so, having worked my way up from my very first role here.”

This impressive trajectory embodies Amie’s parting advice for her fellow Seekers. “Believe in yourself and don’t wait for things to fall into your lap. I’d also say be kind and full of praise for your colleagues—let people know you value them!”

Jay, however, takes a slightly more practical approach: “Never eat yellow snow.” He laughs, before continuing, “But on a serious note, time really flies and 25 years at Outlook genuinely only feels like five. So make sure that, as well as working hard, you’re taking time to savour and appreciate the work you produce, the brands and clients you’re working for, and the impact your work can have.

Never take that for granted. Step back and take pride in what you individually and collectively have achieved—the business is only as good as its people, so take care of each other, be respectful and helpful, and make the most of every minute. Even during the busy and difficult times, which ironically is when you really learn about yourself and your colleagues.”

“Step back and take pride in what you individually and collectively have achieved—the business is only as good as its people, so take care of each other, be respectful and helpful, and make the most of every minute.”

Wise words indeed.

Now, we couldn’t let them leave without sharing a few of our own favourite memories. Read on for cracking anecdotes, standout moments, and bonding over the best team in the league.

Sarah Skates, Assistant Operations Manager

Pete Hanson, Senior Creative Artworker

Rachel Beard, HR Administrator

Andy Upton, Art Director

Congratulations to Danielle, who is transitioning from our Client Services team to the Live team as Events Project Manager.

Danielle has been with Outlook Creative for 3+yrs and her commitment to everything event related is clear to see.

We pride ourselves on offering career journeys to our colleagues by matching the right skills with the right roles and this change for Danielle benefits her, our clients and Outlook Creative – we think they call that “win, win, win”.

Everyone is looking forward to her enthusiasm and collaboration skills delivering excellent live experiences for our clients.

Conratulations Kate Hall on your Promotion to: Senior Producer – Live

Kate is an enthusiastic but admits terrible football player who is somewhat fluent in ‘Friends’ quotes. Loves pineapple on a pizza, travelling and her espresso coffee machine and is the loyal sidekick to her dog, Mr. Simba.

Congratulations Corinne Kavaz on your Promotion to: Client Services Director

Corinne loves to sleep and drink gin (but never seems to get enough of either!) and hopes to master the art of body boarding in the summer months. She hates the texture of avocado, people spitting and horror movies. Her claim to fame is, once whilst singing on stage an audience member threw their pants at her (Tom Jones eat your heart out!).