The people behind great events: Oliver Merlin, CEO, Flip 180

Working in events often means delivering against seemingly impossible expectations. Attendees see the finished product: a packed venue, inspiring speakers, unforgettable experiences and seamless delivery. What they don’t see are the countless decisions, challenges and hours of work that come long before the doors open.

To celebrate the people who make it all happen, I recently sat down with Oliver Merlin, CEO of Flip 180, to discuss what successful event planning and execution really involve. Their refreshingly honest advice was a powerful reminder that great events aren’t simply built on great ideas - they need strong foundations too.

I opened with a simple question: "Walk me through the first 30 days of planning a large-scale event. What matters most?"

The answer came without hesitation.

Market pull. It's that simple. If your audience, clients or local market aren't already asking for the event, you're fighting an uphill battle from day one.

Instead of jumping straight into logistics or programming, the focus should be on proving there's genuine demand. Once that's in place, everything else becomes much easier.

In those first 30 days, the priorities are surprisingly clear:

• Secure one to three key commercial partners who genuinely believe in the event.
• Build local support by exploring grants, funding opportunities and public partnerships.
• Work closely with your venue to create a partnership, not just a booking. That could mean operational support, better rates or added flexibility.

"What's a behind-the-scenes decision that had a bigger impact than attendees ever realised?"

One example stood out. At a major tech conference in Amsterdam, the team made the bold decision to remove meat from the menu entirely. Most attendees barely noticed.

Behind the scenes, though, the impact was huge. The environmental benefits were significant, and the operational savings were just as impressive.

But here's the important part, it worked because it suited that audience. The same idea was tested for another major event in Berlin, and it simply didn't land.

There's no universal playbook for events and the best decisions are the ones that fit the audience in front of you, not the latest trend.

"How do you balance creativity with operational constraints like budget, venue and stakeholders?"

The answer challenged the question itself. Instead of treating budgets as something that limits creativity later, make them visible from the very beginning.

When producers, designers and activation teams understand the budget from day one, they're free to create within it. There is less compromise, fewer surprises and stronger ideas.

Chatting to Oliver is the perfect reminder that successful events aren't held together by spreadsheets and timelines alone. They're built on confidence from partners, venues, local stakeholders, your team, and the people buying tickets.

Because the best events don't start with a stage build or a marketing campaign. They start with demand, trust and a clear reason to exist.

Whether you’re an events professional exploring your next opportunity or a hiring manager looking for exceptional talent, I’d love to connect. Get in touch to discuss your goals or the latest trends shaping events recruitment.

About Natasha

With over two decades of hands-on experience in the events industry and specialist recruitment, I work closely with event businesses and professionals to connect exceptional talent with the right opportunities. From specialised brand activations to B2B exhibitions, and beyond, I focus on placing senior event professionals into roles where they can truly make an impact.

Contact Natasha

About Flip

Our company was born based on our expertise and ferocious drive to provide a first-class solution to companies large and small to help them flip their brands, launch new products and grow their revenues.

For years, we have been working on events organisers around the world, taking them from their stagnant state and transforming them into market leaders. From product development, global strategies to granular details of the execution, we have changed the game for many well-known exhibitions, tradeshows and conferences.

The magic isn’t just in the work we do, it is also in what we believe, how we behave, how we lead, educate and evolve your teams. We work rapidly and efficiently with the best of the best.

Visit flip180.co.uk