First Event has promoted Chloe Patrickson to lead its Creative Strategy department.
The agency said the move formalises strategy as a dedicated function, as client budgets tighten and scrutiny on event outcomes increases.
Patrickson will head the expanded department, which focuses on planning, structure, and delivery. Her role centres on aligning creative decisions with clear objectives, while ensuring events support longer-term brand engagement rather than one-off moments.
The department will work across all projects, embedding strategy earlier in the process, while giving clients clearer rationale for format, content, and delivery choices as expectations around return and accountability increase.
Richard Murphy, managing director of First Event said: “Events today need to do more than make an impression in the moment; they need to create momentum, strengthen brand relationships, and deliver tangible results.”
He added: “The creation of this dedicated Strategy Department reflects our commitment to embedding high-level consultancy at the heart of everything we do. Under Chloe’s leadership, we are ensuring that every event is as strategically effective as it is creatively inspired.”
The announcement follows continued growth in First Event’s production work. The agency reported an increase in large-scale and technically complex projects over the past year.
As strategy becomes more embedded across delivery, the agency is also investing in technical capability. This includes plans to appoint a technical director to oversee production systems, innovation, and delivery standards.
The role is intended to support more complex builds and tighter integrations between creative, technical, and logistical teams, particularly on projects with higher production demands and shorter lead times.
The agency has explained that the changes reflect how its clients now plan events, with greater emphasis on purpose, structure, and measurable outcomes, while still requiring reliable execution at scale.