The Event Strategists has officially launched this week, offering strategic venue sourcing, UK inbound event management and global meeting support.
Founded by Caroline Wiseman, who brings 30 years’ experience across agency ownership, consulting and global meetings, The Event Strategists blends strategic thinking with hands-on delivery, working closely alongside clients as an extension of their team.
Speaking to micebook, Wiseman explained that the model is designed to adapt to each organisation’s processes and approval requirements, reducing pressure and helping decisions move forward with clarity and commercial confidence.
A consultancy-led model shaped by client demand
After nine months of building the business quietly, delivering corporate consultancy projects in-house and spending time listening carefully to what clients genuinely need, the agency is now formally opening to the wider market.
“I’ve always believed the work should speak for itself,” said Wiseman. “I was hesitant to announce the launch too early. I wanted us to build steadily and have something meaningful to talk about. Something we could all feel proud of.”
Within the first three months, the team secured a major RFP win with a wealth management company against well-established agencies, alongside several global clients. “That gave me confidence that there was space in the market for a more considered, consultancy-led approach,” she explained.
“Corporate event teams are under pressure and with events finally being seen as a key marketing channel, expectations are rising. What many organisations need now is commercial clarity, and the reassurance that their agency partner is thinking carefully about the long-term impact of every decision, not just the immediate deliverable.”
Those early wins include FTSE 100 and Fortune 500 organisations, and the business is now growing steadily with a small core leadership team (pictured) supported by a trusted network of freelance specialists. “This model supports our agile approach to event projects and allows us to assemble a team of experts, tailored to each specific event,” added Wiseman.
Her experience working across a wide variety of sectors and brands has shaped the way she works and the new agency’s services and approach. “I’ve learned a great deal. It’s not just about knowing the venues or suppliers, although that matters, it’s about judgement. Understanding how organisations operate, how decisions are made, when to negotiate firmly and when to protect a relationship. Often the value we add comes from those conversations and considered decisions, not simply from pushing for a further percentage saving.”
Leadership grounded in experience
The leadership team includes head of client services Candace Dobson, who brings experience from senior client-facing roles at HeadBox and BCD M&E, and event director Ana Borges, formerly head of event operations at Petersham Nurseries. Together, they combine commercial expertise with creative delivery.
The vision, Wiseman explains, is to build a thoughtful, values-led agency that evolves with clients’ needs, supporting them in creating meetings and experiences that are commercially robust, creatively engaging and strategically aligned.
Alongside strategic venue sourcing and consultancy, The Event Strategists is also focusing on UK inbound events, supporting international organisations with destination management, group accommodation, and creative event delivery.
“The move was partly driven by demand from overseas clients seeking a partner with an agency approach who could combine creativity and strategic thinking with strong logistical delivery, in our home city,” said Wiseman. “We are excited to share our experience of London and destinations across the UK, to new global clients.”
Confidence built over time
Transparency, kindness and integrity guide how The Event Strategists works with internal teams, suppliers and venues. Having previously founded, grown and sold her own agency after 17 years in 2020, Wiseman brings that experience into this next chapter.
She said the most important lessons have been about trust, long-term client partnerships and innovation. “After nearly three decades in this industry, you build up a deep understanding of how our unique ecosystem can best serve the client. That experience gives you confidence, not just in your own judgement, but in knowing when to challenge a brief, a budget or a strategy in a constructive way.”
She continued: “I trust my instincts more now. I’m clearer about the kind of work we want to do and how we want to do it. We want to combine depth of experience with progressive thinking, bringing commercial intelligence to sourcing and procurement, and human design to the way meetings and events are shaped. If we can do that consistently, thoughtfully and responsibly, that will be success.”