AEO working groups: shaping the industry together with working groups

The Association of Event Organisers (AEO) is often recognised as a leading voice in the business events industry, supporting organisers with advocacy, insights, and initiatives that drive the sector forward. But at the heart of its success lies an often-unsung hero: its working groups. These groups ensure that key issues are tackled collaboratively, expertise is pooled, and members gain tangible benefits from their involvement.

AEO’s working groups span a diverse range of industry needs, offering professionals opportunities to engage in discussions, share best practices, and help shape the sector’s future. Whether focused on marketing, sustainability, security, or operations, these groups are hubs for discussion, innovation, and problem-solving, helping to drive industry-wide improvements.

The power of participation

For AEO members, participating in a working group is a way to stay informed, actively shape the industry and accelerate their own career growth. These groups provide a space to explore emerging trends, tackle industry challenges, and collaborate on forward-thinking solutions. By exchanging insights with peers and gaining perspectives that may not be immediately available within their own organisations, members can broaden their expertise and develop valuable new skills.

Networking is another key advantage. In an industry where relationships matter, working groups provide an environment to forge meaningful connections, spark partnerships, and open doors to new business opportunities. Many professionals who have participated in working groups have seen their involvement translate into leadership opportunities, speaking engagements, and recognition within the industry.

A working group for every focus area

AEO’s working groups cover key aspects of event organisation, offering members the chance to contribute in areas that align with their expertise and interests. Below are some of the groups making an impact:

Private independent entrepreneur (PIE) group – Chaired by James Lee from Step Connect2 and Tim Willoughby from MA Exhibitions

For independent organisers, scaling a business presents unique challenges. This group provides a space to discuss efficiency, organic growth, and acquisition strategies. One standout conversation revolved around AI’s potential to free up time without increasing headcount, helping entrepreneurs focus on strategic growth. Another key topic has been the shift in sales engagement - while digital communication is rising, this group reaffirmed that personal interaction remains vital. As independent organisers navigate an increasingly competitive market, this group offers the insights and support needed to thrive.

Recent discussions have also included best practices for international expansion, with members sharing firsthand experiences on market differences, operational challenges, and cultural nuances when launching events abroad. The ability to learn from others who have successfully scaled their businesses has been cited as a key benefit of this group.

Development Board – Chaired by Jessica Hockman from Informa Markets and Laura Shapiro from CloserStill Media

The events industry thrives on fresh talent, and the development board is focused on attracting and retaining the best people. The #ChooseEvents campaign, a core initiative of this group, has gained momentum in raising awareness of career opportunities. Discussions have also turned to upskilling initiatives, with members sharing strategies to ensure the next generation of event professionals is equipped to handle the industry’s rapid changes. With a strong emphasis on mentorship and career pathways, this group is shaping the workforce of the future.

Another area of focus has been the evolving role of event professionals, with discussions around the digital skills and data-driven insights that will shape the industry’s next chapter. For members, involvement in this group not only provides insight into how the workforce is shifting but also presents opportunities to build their own leadership potential.

Digital working group – Chaired by Alison Church from Easyfairs and Adam Parry from Event Industry News

As digital transformation reshapes events, the AEO digital working group helps organisers navigate emerging technologies, AI governance, and digital policies.

This year, the group is tracking digital adoption through a comprehensive survey, providing members with insights into evolving best practices. Governance remains a key focus, with members developing guidelines to ensure AI enhances rather than disrupts events.

A key initiative is creating AI policies to promote ethical and effective usage as artificial intelligence integrates further into business operations.

By collaborating on these issues, members can stay ahead of digital advancements while shaping best practices for the industry.

Marketing working group – Chaired by Chloe Monina from Professional Beauty and Jessica Hockman from Informa Markets

In today’s digital-first world, event marketing is evolving at pace. This group has been actively exploring AI-driven automation, the latest shifts in social media algorithms, and the delicate balance between short-form and long-form content. One recent discussion highlighted how organisers are adapting to audience preferences - leveraging quick, engaging content while still delivering the depth needed to convert prospects. It’s a fine line, but one this group is keen to refine with shared experiences and best practices.

The group has also explored the effectiveness of influencer marketing in events, sharing experiences on selecting the right influencers to enhance credibility and reach. Members have debated the return on investment in paid social campaigns and the growing importance of authentic, community-driven marketing and a whole array of other topics impacting event marketers and the broader industry. Those involved gain first-hand insights into what is working now and have the opportunity to test and refine their own strategies based on shared learnings.

Operations working group – Chaired by Ian Solomon from Hyve Group plc and Nicola Harrison from MTA

From the logistics of venue setup to new regulations shaping event delivery, this group is constantly adapting to ensure seamless execution. A key focus has been eGuide rigging protocols and balancing safety requirements with practical event planning. Members have also debated the nuances of Martyn’s Law, with organisers weighing the best ways to implement new security measures without disrupting the attendee experience. The consensus? Security must be robust, but it shouldn’t overshadow the spirit of an event.

Discussions have also included the rising costs of logistics and supply chain disruptions, with members sharing strategies to mitigate risks and ensure business continuity. The collaborative environment has enabled professionals to exchange solutions and work through industry-wide challenges in a way that would be difficult to achieve alone.

Sustainability working group – Chaired by Lucy Hurry from Hyve and Emily Beard from RX Global

Sustainability is a necessity in any events business. This group is diving deep into practical measures to reduce carbon footprints, improve waste management, and embed sustainability into the very fabric of event planning. A recent discussion explored responsible sourcing and how organisers can meet sustainability targets without compromising on quality or efficiency. The industry’s responsibility is growing, and this group is leading the way in ensuring progress is both meaningful and measurable.

Another key focus has been measuring the impact of sustainable initiatives, with members sharing insights on tools and metrics that can effectively track and demonstrate improvements. The ability to benchmark progress against industry peers is invaluable, giving members the confidence to set ambitious but achievable sustainability goals.

How to get involved

Joining a working group is a valuable opportunity to take an active role in shaping the industry. AEO members who wish to participate can reach out to the AEO team to find the best fit for their expertise and interests.

These groups ensure that AEO remains dynamic, forward-thinking, and responsive to industry needs. Whether you’re an experienced professional or new to the sector, there’s a place for you to collaborate, contribute, and help drive the future of events.

If you’re ready to be part of the conversation and make an impact, now is the time to join. The AEO’s working groups are waiting for you.