How long have you been going to IBC?
My first IBC was in 2018, which, as it happens, was one of the show’s peak years in terms of attendance. It was also my first year at IABM, so IBC became my introduction to both the organisation and the industry. It was an energising way to start out. Like many, I had a break from the show during the pandemic, but in recent years I’ve been back and seen how it continues to evolve. It remains one of the most important events in our calendar.
What’s your typical IBC routine: what are you there to see/learn, who are you there to meet?
As a trade association, our focus is always on connecting with members, both long-standing and new. IBC always begins with the IABM Industry Impact Briefing, a breakfast session where we share insights from our biannual flagship survey tracking media tech investment, the adoption of emerging technologies as well as market trends like business transformation. From there, it’s usually a tightly scheduled few days of meetings and conversations, along with our IABM Impact Stage technology panels and IABM TV interviews in our redesigned IABM Hub.
Beyond that, I also use IBC as a chance to deepen my understanding of how the industry is shifting – whether it’s emerging business models, new ways of working, or the priorities driving innovation. It’s an ideal environment for taking the pulse of the market and hearing directly from members about what’s resonating in their part of the sector.
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Why is IBC important to you in a professional capacity, and how does the show compare to others on the calendar?
From a business intelligence perspective, IBC provides a valuable European lens on global industry trends. It’s a space where we see regional priorities, such as sustainability and energy efficiency, come into sharper focus while still connecting with the wider international market.
It also stands out because of the breadth of the audience it brings together. After attending shows in Asia, the Middle East, and North America, IBC feels like a central point where conversations converge. With many companies being more selective about where they exhibit or attend, the interactions here tend to be highly focused and productive, offering real insight into where the market is heading and what matters most to our members.
What are you most looking forward to at IBC2025?
This year feels particularly significant for us. It’s the first IBC with Saleha Williams leading IABM as CEO, and we’ve been through a period of real transformation as a team. I’m looking forward to seeing that work reflected at the show, through the new IABM Hub, the IABM Impact Stage, and the ways we’re continuing to engage with and support our members.
IBC also provides an important opportunity to listen. With so much change happening across the industry, it’s the ideal time to hear directly from members about their priorities, challenges, and where they see the greatest opportunities. That exchange of insight is one of the things that makes IBC such a valuable fixture in our calendar.
What’s your top tip for anyone attending IBC for the first time?
I know everyone says it, but comfortable shoes really are essential! It’s a huge show, and you’ll cover a lot of ground. Beyond that, go in with an open mind. Some of the best conversations and insights happen unexpectedly, so it’s worth leaving space in your schedule to take advantage of those moments.
