LiveCom Alliance

Soft-Brexit in the making?

They say when one door closes, another opens. Well, with Brexit on the cards, it’s a turn of phrase that sums up my attendance, on behalf of EVCOM, at the recent LiveCom Alliance event in Madrid. EVCOM was warmly welcomed to the fold by our European counterparts.


LiveCom Alliance launched earlier this year.  It’s an organisation that brings together Europe’s live event associations. The vision?  To share best practice, nurture a code of conduct, and act as a lobby to shape European legislation, affecting live events. EVCOM is an active member. 

Caption: LiveCom Alliance meeting Madrid, June 2017. Attendees; left to right: Spain – Jaime Sanchez, Italy – Andrea De Micheli, UK (EVCOM) – Andrew Reid, Portugal – Vasco Noronha, Germany – Jan Kalbfleisch, Belgium – Pascal Cauwelier, The Netherlands – Eva Annokkee, Austria - and LiveCom Alliance, CEO – Maarten Schram. France – gave apologies for absence.

It’s early days, so we welcome EVCOM members to discuss how we develop our relationship with LiveCom Alliance. As a guide, we are already collaborating on a code of conduct for live events and a pan-European survey of major trends affecting the sector.


We’d love you to get involved. For example: consider the survey, what trends or questions would you like to see explored? Drop us a line at

The LiveCom Alliance could well prove to be a key platform for the UK’s event sector, to influence Europe-wide policy and practice in the Brexit era.


Whatever your position on Brexit, the trajectory of Europe’s live event associations is towards greater harmonisation in areas like, a code of conduct, tax, VAT, health and safety and sustainability. Inevitably, this will impact UK agencies, when we operate across the channel.

Brexit is going to be a protracted process. There’s already a broad consensus around transitional arrangements to avoid a cliff-edge in 2019. And it’s clear that government attention is focused on industries, like automotive, rail, aviation, pharma, financial services and education. The disparate creative service sector, of which live events and brand experiences are a major contributor to GDP (circa £41bn) and world renowned, yet is often over-shadowed in the hiatus around Brexit. So, open-armed institutions, like LiveCom Alliance, who welcome EVCOM’s participation, could be a primary channel for maintaining an influence, and forging deep connections with the European event’s sector and EU bodies.

Andrew Reid, Director Corporate Strategy at Shelton Fleming, a creative agency that produces live events which transform how you see the wider-world, business and brands. We do this by designing intelligent, personalized experiences for global brands.

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