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Director
Active media events ltd
Richard Morris has more than 25 years' experience in the events industry. He began his career in 1998 in operational roles at the Ideal Home Show before moving into commercial positions, where he led exhibition sales teams and managed event portfolios exceeding £5 million. Since 2010, Richard has focused on project‑based event work across sectors including construction, social housing, education and financial services, specializing in revitalizing underperforming events and launching new initiatives.
Outside work, Richard enjoys traveling, attending comedy gigs, running and cycling.
Date
AI and tech pressure teams to deliver more events—but quantity isn’t quality. Learn a practical framework for auditing your event portfolio using the Portfolio Matrix. Identify which events drive success and which drain resources. Discover how to shift conversations to The Afters—the tangible business value after the event—so you can manage stakeholders confidently and optimize resources for maximum impact.
Learning outcomes:
Apply the Portfolio Matrix to categorize events and optimize resources
Redefine success by focusing on post-event business outcomes
Identify growth bottlenecks and remove barriers to scale high-potential events
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: 0.5