Stockport-based events agency The fresh Group have appointed Alastair McCall to the newly-created role of Content Director.
Alastair will be responsible for overseeing the content creation and management for many of fresh’s impressive client list, which includes Hyundai, DFS, Dixons Carphone, and Santander. The unique skillset that McCall brings to fresh means he will work with clients not only on scriptwriting and content direction during the build-up to an event, but throughout the whole process, coaching presenters in rehearsal and on live days.
“I am delighted to be joining fresh full-time, as far as I’m concerned there’s no-one better at making memorable live experiences.
“Having worked with fresh in a freelance capacity, and created some great things together, it made perfect sense for me to make the move and become a member of the family. I’m looking forward to helping them provide a fully joined-up content offering to their clients.
“Telling an effective story at a live event and wider communications is more critical than ever, and it’s great that fresh now have the in-house capability to do that for more of their clients. I’m proud to be part of the team”
Director of Strategy Michael McCabe said:
“Alastair joining us as Content Director is the first part in us really starting to formalise a strategic content offering for fresh.
“He will work with our clients on bringing a clear narrative to their presentations, messaging and brand stories within our live events, which all link back to the outlined strategy and objectives.
“Excitingly, he will also be able to work on a project from the initial insights at pitch phase, all the way through to live delivery and the subsequent measurement against the project objectives.”
McCall is a relative newcomer to the events industry. Having trained as an opera singer and psychologist, and with a background in theatre performance and direction, he decided to transfer his skills as a performer into the corporate events market in 2016. However, fresh believe that this is a logical move, and fits with their unique approach to bringing in the best talent, from any industry, to make amazing things happen in the live environment.