Siobhan Veddovi-McCaughan is an account manager in Weber Shandwick’s consumer practice, servicing clients in the food, beverage and hospitality industries. After completing an internship in 2014 and then moving into a full-time role, Weber Shandwick has provided Siobhan with an environment to learn and hone her skills especially in the areas of event management and influencer engagement.
It’s all about the details
The vast range of events that Weber Shandwick creates, coordinates and manages for clients vary from intimate briefings through to large scale launches. One of the largest projects Siobhan has recently been involved in was the rebranding and launch of one of Sydney’s largest and prestigious hotels.
This project involved managing more than 200 media and influencers, tight schedules and many moving parts. The team conceived the idea of turning the hotel “inside-out” and would project images of the refurbished hotel on the exterior of the building. This creative strategy tackled the limited access to the venue immediately prior to launch, while creatively showcasing the hotel features on a grand scale. This level of complexity required the added negotiation with government authorities including roads and traffic management, and resulted in huge projectors being set up around Darling Harbour.
“Everything needed to go to plan and without a hitch so we could generate the ‘wow factor’,” said Siobhan. “When launch day arrived, our adrenaline levels were high and we knew we were ready. We coordinated logistics, worked with the staging company and hosted the media and influencers in the most amazing roof-top bar. The scale of the event was simply unlike anything I had done before.”
Taking events to the street
One of Weber Shandwick’s largest clients is a major coffee brand who regularly conduct internal events for employees as well as consumer activation activities at the company’s boutiques.
The experience of working on these consumer-facing engagements has introduced Siobhan to the finer details of managing regulatory requirements associated with food and beverage sampling among the public.
“We recently held a launch in Pitt Street Mall which meant we needed to consider the legal aspects of serving food and drink to consumers. We worked closely with the council to ensure we meet the appropriate licensing requirements and that public liability coverage was in place,” says Siobhan.
“Every event that we work on, adds to my skill set. The multitude of different function styles has been amazing and I’m looking forward to increasing the diversity of events that Weber Shandwick is managing for our clients,” continues Siobhan.
Working on these various launches and product showcases has helped Siobhan to uncover her passion. She has worked on events collaboratively with other practice areas and is excited about the future.
“There are many opportunities within each practice of Weber Shandwick, so there is never a dull day. It’s been fantastic to be in an environment where you can do challenging work and be supported in achieving your personal career goals.”