Why do we even do this?
Why do we even do this?
Honestly? I ask myself that sometimes. And I know many of you do too.
Because the event industry is a constant race against time.
What is event management process like? It's unpredictable. Constant changes in decisions – or complete silence.
Stress. More stress. And a phone that won’t stop ringing – sometimes for months. Or worse – when it should ring, it stays silent
And yet… we stay.
Why?
Because there’s something in event planning – a kind of emotion – that gets under your skin. And it’s addictive.
That moment, which may last just a few seconds, but takes weeks – sometimes longer – to build.
When everything clicks.
The stage is ready. Guests walk in. The show begins.
And suddenly, you feel it: it’s working. It landed.
And even though adrenaline is still running, there’s a feeling in the back of your head that you could describe in a thousand ways – or in just one:
satisfaction.
Indescribable. Unlike anything else.
The mythical brand experience in event management services
We talk about it a lot – "brand experience". It might sound fancy, but there’s something real behind event production process.
A well-executed event is a tool – to build emotion, connection, and most of all: to bring people in touch with a brand.
It’s a space where the brand lives.
Not in a deck. Not in an ad.
But here and now – in the sound, light, set design, and audience emotion.
In the event management industry, I’ve always believed that our job is to create the space where something happens between a brand and a person.
If we achieve that, everything else fades into the background.
To make that happen, you need a team that delivers event planning process with you.
If you work in an event management company, this is your daily reality: briefs, deadlines, clients with expectations, and dozens of subcontractors you need to orchestrate. In this complex event planning business, choosing your partners is absolutely critical.
It’s not just about gear quality or a shiny portfolio.
It’s about people who:
get your pace,
know that everything can change at any moment,
and are ready not just to execute and manage successful events, but to think with you.
The best partner doesn’t wait for instructions – they see problems before they appear.
They don’t need ten reminders – because they’re already on it.
And when things heat up – they don’t vanish, they step up.
From a technical perspective – now at ARAM – I see event management process even more clearly.
Our clients are agencies.
And their clients are often brands that have achieved excellence in their fields.
They expect efficient event management, and they have every right to expect the same from us.
That means one thing: our job is to be a partner who gets involved.
We bring peace of mind – our part is under control.
We join not just when it’s time to quote – but right at the idea stage.
We support customized event management - we can suggest, challenge, advise – because we’ve seen things like this hundreds of times, across countries and formats.
We use proven event marketing tools, event planning tools, and adapt to every stage of the event management process.
And in the end – we’re there to deliver in a way that leaves no room for doubt
2022 Męskie Granie Music Video Poland
Event production? Sure. Hybrid events? Absolutely. Corporate event or special event management? We’ve done them all. The format may vary, but the core remains the same – smart event management strategy, close cooperation, and flawless execution.
Events will always be a bit of a chaos. But this chaos has to be controlled.
There’s no event planning without last-minute changes.
No event management without surprises. No successful event planning where everything goes exactly to plan.
But there are events that still work – beautifully.
Why?
Because they’re built by people who know each other, respect each other, and… trust each other.
Agency and tech.
Creatives and production.
Front & Back - Event Production Insights.
And that’s what this series is about.
Not about what light fixture to pick or which LEDs are trendy.
But about how to create events that:
work
look great
and leave everyone – from producer to client – genuinely satisfied.
We’ll start by talking about what’s beautiful in an event industry. But in the next texts, I’ll also share:
what doesn’t work in the event management process,
where time and money get lost in event planning
and how we can use better event management technology to do it all better.
Not from the perspective of a “know-it-all expert.”
From the perspective of someone who’s been on both sides – and who’s shut down half a city for an F1 show… after managing a picnic with a photo booth.
And just wants – with time – for us all to build more sustainable event management, run events with more calm, and keep raising the bar for what event management professionals can achieve
Hope you will enjoy. See you in the next one.
Grzegorz Nowakowski
Head of Global Partnerships @ ARAM
Author of the Front & Back series
many cool emotions delivered in one email.
Interesting, I'm waiting for the following entries, Greg!