Events that resonate: delivering meaning beyond the moment

If you’ve ever been to an event that just clicked—where the people, the space, and the story all came together in a way that stuck with you—you’ll understand what Briony Bagge, our Director of Events is aiming for.

At MCI UK, Briony works with clients who want events that do more than just look the part. They want to engage people, say something that matters, and make it all feel effortless.

“It’s crucial that when we’re getting in front of clients, we’re memorable,” she says. But that doesn’t mean always reaching for the newest bit of tech or the biggest budget idea. Sometimes, the boldest move is the simplest one.

We sat down with Briony to talk about what makes an experience land, how MCI brings teams together from idea to delivery, and why a little listening goes a long way.

Q: What’s the first thing you think about when starting to plan an event?

Briony: “We always start with: what’s the challenge the client is facing? What are they really trying to solve? By actively listening to what the issue is, we can come up with authentic experiences that address real challenges. That’s what makes something feel relevant, rather than just different for the sake of it.”

Q: Are all clients ready for big creative leaps?

Briony: “We’ve learnt to gauge where the client is in their journey. Some want bold ideas immediately, while others need a more conventional approach with small but meaningful twists.”

That ability to “read the room” means MCI’s solutions are never one-size-fits-all. And sometimes, innovation means going in the opposite direction. “We did an event for a pharmaceutical client where the goal was to reconnect employees and leadership. So we took away the app, took away the PowerPoint slides, extended networking breaks – everything was face-to-face,” Briony recalls.

The impact showed up clearly in the post-event survey, where attendees shared how refreshing it was to have time for proper conversations without digital distractions. The simplicity of the approach helped strengthen connections and left a more lasting impression—proving that sometimes, less really is more.

Q: How do you make sure technology supports the experience rather than takes over?

Briony: “We’ve always said we need to work with the tech, rather than make the tech the wow moment with no context. That can be the downfall—where you’ve got the latest thing, but no one knows why it’s there. The tech should serve the story.”