International Workplace Group to sponsor DuckerFrontier’s 2019 global event programme

International Workplace Group to sponsor DuckerFrontier’s 2019 global event programme

In a crowded marketplace, small can be beautiful

International Workplace Group is set to sponsor DuckerFrontier’s 2019 executive event programme, to be held this year at IWG portfolio workplaces across the globe.

The events are nothing like an ordinary business conference. They’re exclusive seminars, designed to foster relationships, find solutions and drive outcomes around executive workflow and events that impact high-stakes markets. Invites extend to a handful of directors from the company’s 5,000-strong client base. Joel Backaler, author of marketing guide Digital Influence and managing director at automotive insight strategist DuckerFrontier, says that the partnership makes perfect sense, reflecting the principle that small and intimate events should be hosted in venues of a similar scale.   

“We only bring 15 to 25 people together at any one time,” he explains. “This means they can engage on a peer-to-peer level, have similar conversations about the countries they’re prioritising, and the common management challenges companies across industries face.”

“High-level business discussions deserve high-level venues,” adds Ian Hallett, group managing director at IWG. “This partnership offers us a great opportunity to showcase the quality of our offering and the power of our global network to a community of influential business leaders.”

Time is the most valuable currency of all. DuckerFrontier’s programmes are designed to maximise value and, alongside networking opportunities, the events offer tailored research, all pitched and presented at executive level.

“Our audience will care about certain things that won’t concern directors at a lower level,” says Backaler. “They want to understand what’s impacting their medium- to long-term strategic plans, and that’s the tone we set, taking in key management concerns of the region, as well as macro-economic and geopolitical risks and opportunities.”

DuckerFrontier’s events are held global hubs such as Shanghai, Dubai, Singapore and New York with a high concentration of regional headquarters. Delegates will have the opportunity to meet people with the same international remit, who share the same interest in expansion. This means they’ll be able to exchange information about their markets, discuss emerging trends and offer real insight into their respective regions. Small wonder, then, that DuckerFrontier decided to partner with IWG, a company with a global reach that spans 110 countries and a property portfolio of thousands of venues. Wherever an event is staged, there will be an IWG space to suit it.

But it’s not just IWG’s reach that gives companies freedom to grow. The model offers them a secure base, without tying them into a long-term contract.

“When a multinational first expands into a new market, they’re often just looking to test the water,” says Backaler. “They might not want to set up a large sales office or manufacturing facility. This partnership will give them exposure to IWG spaces and Regus brands, and both allow for flexibility, so they can scale up as their teams grow. Which is good value for our clients.”

 

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