No More Ifs Or Buts for Sledge MD Capell-Abra

Last week’s announcement that Sledge managing director, Laura Capell-Abra is to leave her full-time role with the live communications agency, is followed today (26 July) with the news she is to launch her own sustainable growth consultancy and career coaching company.

She tells CN that her interest in sustainable growth springs from seeing lots of small businesses grow hugely in turnover but struggle to then bring the profit figure up.

“Over the last few years I have heard of so many agencies falling apart as they put in such low quotes to win business. Knowing that cash flow and profitability is key in any business, it made me see that to grow your business sustainably, meant that you needed to have the right foundations in from the start. It is a lot easier to implement these processes and approaches when the company is small than when it has hundreds of employees,” she says.

Her agency will trade under the No More Ifs Or Buts banner, the name of the blog Capell-Abra started last year.

Capell-Abra says she will use a coaching-style approach to achieve more efficiency and better process and adds that the agency has already secured clients in the creative and manufacturing industries.

She tells CN: “Being part of Sledge has been wonderful and really given me a solid understanding of the way a business is and should be run. The team there have been really supportive and for me I knew that whilst I have a love and passion for the events, my interest had grown more into the management side of the industry. I also believe that a coaching approach to change is so important and is often over-looked as people move fast in events in particular. This is why this has become a corner-stone to NMIOB.”

She adds that the corporate events industry is fast paced with a lot of passion and ambition among companies. “However, it can be quite a dis-loyal industry and I believe that offering coaching as a company benefit to the team, (plus being a good company in the first place!) sets a commitment from the company/agency to the team that they care about their development and they are happy to support it.”

Capell-Abra wrote the book Event Management For Dummies in 2013 and was MD at Sledge since 2012.

Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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