Industry experts shine spotlight on the future of the events industry

March 19, 2021

Students at North East Scotland College have been given an insight into the future of the events sector by two of the country’s leading experts.

Lynn Lester, of global marketing magazine The Drum, and Andy Dougan, of creative agency Flex, hosted a virtual session entitled ‘Reimaging Events’ for NESCol.

More than 50 first and second year Advertising and PR and Events Management students took part in the event on Wednesday (17 March).

The focus was on the rapid change in the events landscape due to Coronavirus restrictions and the innovation that has fuelled the creation of online formats designed for business and leisure audiences.

Lecturer Jane Melhuish said: “Industry links are essential for the College and we are incredibly grateful to Lynn and Andy for sharing their experience and expertise.

“By learning from those who are at the cutting edge of the sector, our students are able to build on the theory delivered through their courses and develop an understanding of the challenges and opportunities that they will face in their chosen career.

“Like so many sectors, the past year has been incredibly difficult for the events industry. The silver lining has been the way in which new ways of working have been so quickly established and the imagination and talent that has driven that response.

“The session was full of innovation and case studies that captured the imagination, with great examples of how to engage audiences in the digital landscape. It challenged the students by showing what is possible with digital events and there has been fantastic feedback from those who attended, generating a real buzz around the possibilities with digital hybrid events and the career paths that Lynn and Andy have taken.”

Andy Dougan said: ‘Not only has the experiential sector survived the last 12 months but with the innovation and impressive pivots brands and businesses have taken, it looks set to thrive in the years ahead. It really is a privilege to come and meet and share ideas with the industry pioneers and practitioners of tomorrow.”

Lynn Lester has worked in the industry for more than 24 years, spending 17 of them helping The Drum become one of the largest marketing industry titles in the world. She has travelled the world, working with some of the biggest tech giants, agencies and brands, running high profile events in New York and Singapore.

Before starting in marketing, Andy Dougan was an Officer in the Army. Now, as a brand and customer experience specialist, he has more than 20 years experience partnering with many of the world’s leading brands, including Microsoft, Xbox, Samsung, Emirates, Amex, Huawei, Shell, BMW and Rolls Royce.

Applications for full-time courses starting in 2021 at NESCol are open. To find out more about opportunities in Advertising and PR and Events Management visit