Trade show transformation specialists launch Flip

Fresh from delivering over 180,000 visitors and 2,200+ brands for leading consumer electronics show IFA Berlin, UK-based event changemakers Oliver Merlin (pictured) and Shelley Morgan have announced the launch of specialist event innovation agency, Flip.

With over 30 years event experience between them, the duo decided to officially launch Flip, after working on a series of event transformation projects for companies including Clarion, Hyve, Financial Times and Ascential Events.

“Even before the pandemic, the event medium and consumer expectation of a trade show were rapidly evolving, leaving some shows in slow decline and potential launches stuck in the research stage,” commented Merlin.

“That is why we have launched Flip, so we can continue to use our expertise and ferocious drive to help event companies large and small to flip their brands, launch new products and grow their revenues.”

Working with Clarion and the gfu - a consumer electronics association, Merlin and Morgan took up the challenge to create a future-proof blueprint for 99-year-old trade show IFA Berlin – something they managed to do in less than eight months.

“When we took over the running of IFA, all we had was a venue and logo,” revealed Morgan.

“There was no team, no systems, no data and no exhibitors. But in less than eight months we got IFA back on track with new content and revenue streams both at the show and across the city of Berlin.

“With over 2,200 brands on the showfloor, 182,000 visitors in attendance and over £8m in pre-book for 2024, we are proud that going into its 100th year, IFA now has the blueprint in place to go from strength to strength.”

From exhibition rejuvenations, show launches through to global event strategies, Merlin says Flip is already working on a number of projects for 2024 and is “excited to be able to offer our event innovation services to event organisers across the globe”.

For more information on Flip, visit