World at her feet

Chantelle Thorley, 22 July 2008

Lizzie Allen of the Financial Times enjoys the cross-cultural element of her role in the events industry

For Financial Times (FT) senior communications manager Lizzie Allen, the secret to organising a successful event is getting your priorities right. "Learning how to prioritise is key; if you don't have a big budget then you've got to know which things are going to have the biggest impact," she explains.

As part of the FT 's global communications team, Allen is responsible for producing the global events strategy and managing the events calendar for the brand, which consists of around 60 functions a year with budgets ranging from £3,000 to £50,000.

Her events fall into three categories: those that promote the FT 's editorial talent and raise the brand profile; those that provide networking opportunities for the advertising sectors and target commercial clients; and internal events to communicate messages and provide internal networking opportunities for FT staff.

The brand's most high-profile event is the annual Midsummer Party. This year it took place at Kensington Palace and was attended by the great and the good from business, politics and the arts. "It is fantastic hosting events for those types of people because it's a massive challenge," says Allen. "They have seen everything already and they travel all over the world."

Held in the Orangery, the theme was influenced by Lewis Caroll's Through the Looking Glass. The venue was uplit in FT pink, and guests were served rosé champagne. Food was provided by The Admirable Crichton and entertainment - from Private Drama - included ‘royal' footmen, topiary tarts, stilt-walking flamingos and an operatic solo by Jo Appleby. As guests left, two girls in FT paper dresses handed out luxury goodie-bags.
"Just by creating two or three memorable features like this you can really make an event," Allen says. "This year I put more money into production. The effect the FT girls had was fantastic."

Since Allen's role is global, she has had to become accustomed to the etiquette of hosting events in different cultures. "We held a networking dinner in Dubai and about 20 people turned up who hadn't RSVP'd. Luckily, I had been warned and was prepared," she says.

Allen's next event is a Meet the FT party hosted by the editor, Lionel Barber, in Washington DC in October. "It's the first time we have hosted this event there and it's exciting given the timing with the run-up to the US elections," she says.

With such a hectic schedule, Allen's prioritising skills really come into play. "You don't achieve anything by flapping," she says. "You just have to keep on smiling and be as accommodating as possible."