How long have you been going to IBC?
I think this is my 12th or 13th IBC—I’ve honestly lost count. Maybe I should have kept all those show badges as a timeline! Each one holds so many stories and memories.
What’s your typical IBC routine: what are you there to see/learn, and who are you there to meet?
Since CGI has a booth at the show, I usually arrive the day before to help with set-up and to lead our internal briefing. The night before it all kicks off, I love catching up with familiar faces at the Rise pre-show drinks, it’s the perfect way to ease into the buzz of the show period.
Once the doors open, my days tend to be packed with back-to-back meetings, whether with media, clients, or partners. That said, I always try to carve out some time (especially on Monday) to explore the halls, see what’s new in terms of tech and innovation, and reconnect with old colleagues and industry friends.
As chair of the European Rise Advisory Board, I also make it a point to spend time at the Rise stand, meeting with mentors, mentees, and joining in some of the activities Rise hosts throughout the show. It’s such a rewarding part of the experience.
Why is IBC important to you in a professional capacity, and how does the show compare to others on the calendar?
IBC is hands down the most important industry event of the year for me. It’s where business gets done, relationships are built, and trends are set. While NAB is also key, especially from a global perspective, IBC really shines when it comes to the European market.
There’s a unique energy to IBC, part high-level business summit, part industry reunion. Beyond the meetings and tech demos, it’s a space where you bump into former colleagues, mentors, mentees, and friends. And of course, having it all set against the beautiful backdrop of Amsterdam just adds to the magic.
What are you most looking forward to at IBC2025?
I’m really looking forward to reconnecting with familiar faces and getting to know new ones. IBC is always about discovering fresh perspectives, building new relationships, and strengthening existing ones. That’s true for me both as marketing director at CGI and in my role as European chair of Rise – Women in Broadcast. It’s where connections happen and ideas come to life.
What’s your top tip for anyone attending IBC for the first time?
Plan ahead! Make a list of the stands you want to visit and organise them by hall number. Trust me, without a plan you’ll find yourself running a marathon by day two.
And don’t miss the Rise stand (8.A23)—it’s a great place to learn about the work we’re doing to support and elevate women in the broadcast industry.
A few survival tips: wear comfortable shoes, always carry a scarf (those AC vents can be brutal), stay hydrated, and treat yourself to one of the amazing barista coffee spots dotted around the show floor. You’ll thank me later!
