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Charting a path through innovation: Tony Robinson in conversation with Alison Jackson at the AEO Conference 2024
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The AEO Conference 2024 played host to an inspiring session as Alison Jackson, Group Managing Director of Nineteen Group welcomed Tony Robinson - described as the "International man of mystery" and founder of UKIP (UKI Events) - to the stage. What followed was a fascinating exploration of Tony’s career, his entrepreneurial journey, and his vision for the future of the events industry.
Tony Robinson's journey and early career
Tony began by sharing his background, starting with his economics degree from King's College, Wimbledon. He recounted his early career in magazine publishing and his first role in 1976, selling advertising space purely on commission. In a highly competitive environment, Tony learned a crucial lesson early: to "sell the sizzle, not the steak" - focusing on selling a concept rather than the product itself. This philosophy would underpin much of his later success.
Transition to UKIP and first exhibition launch
A pivotal moment came when Tony left his previous company, disillusioned by its growing obsession with share price at the expense of product development. This decision led him to found his own company, UKIP. His first exhibition, Post Expo, catered to the postal industry and captured the market’s shifting focus from traditional letters to parcel delivery. It proved to be a resounding success, later evolving into Parcel and Post Expo as the industry transformed.
Building a successful exhibition business
Tony shared the key strategies behind his expansion, emphasising the critical importance of marketing and the value of strong salespeople when launching new events. His approach to internationalisation - building a global presence without the burden of overseas offices — relied on trusted local partners and contractors. Successes followed across Germany, India, South Korea, and China, where collaboration with Reliable Exhibitions was particularly noteworthy.
Challenges and successes in the exhibition industry
Reflecting on his journey, Tony discussed the hurdles he faced, notably the scepticism surrounding launches like Tire Technology Expo. Persistence, he noted, was vital in overcoming doubts and building credibility. He also offered candid insights into his experiences working in various countries, expressing particular fondness for Germany and Switzerland, while highlighting the greater challenges presented by markets such as Italy and France.
Future plans and new ventures
Looking to the future, Tony spoke about his decision to sell UKIP to CloserStill Group. He emphasised that beyond financial considerations, it was crucial to preserve the company's culture and retain its talented people. His enthusiasm for innovation remains undimmed, as evidenced by his latest project: Next Events. This new venture includes the development of a conference and exhibition centre near Gatwick Airport and a focus on next-generation industries, from autonomous vehicles to intelligent transportation systems.
Tony’s passion for emerging technology and his vision for the future reaffirmed his status as a true pioneer of the events industry. In a session full of humour, insight and invaluable advice, Tony Robinson's conversation with Alison Jackson was a clear highlight of AEO Conference 2024, leaving delegates both inspired and energised for the future.
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