The fresh Group wins event contract with JLG Industries

Global events agency, The fresh Group has commenced on a new client partnership with JLG Industries following a competitive pitch process last month.

fresh has been commissioned to work with JLG Industries, Inc. – an Oshkosh Corporation company  and the leading global manufacturer of aerial work platforms and telescopic material handlers – to produce an immersive, virtual event and platform for future activity and a series of physical events, starting with an event at their site in Leicester, for it’s customers and employees as they step away from having a presence the world’s largest construction equipment trade show, bauma in 2022.

The new relationship will see JLG and fresh work together on a multi-year project to deliver this exciting new approach to their events. Karel Huijser, JLG’s General Manager and Vice President for EMEAIR at JLG comments: “The global pandemic inflicted a change in behaviour with our employees, our partners and customers. Working digital for now over a year, technology accelerated and improved the virtual experiences. Online collaboration, engagement and sharing of information is now ‘the new normal’. It made us reconsider some of our more traditional marketing efforts, including that of bauma. Quickly, we reached a decision to divert from it and take a new perspective, to engage with our customers, employees and partners.”. He continues “This is a big move for us so we needed to make sure we had the right partner. Fresh delivered a really impressive pitch with some incredibly innovative ideas and their enthusiasm for what they do was contagious in their presentation.”

This new client win comes off the back of a range of highly successful and award-winning virtual projects fresh have delivered with their clients over the past 16 months as part of their wider events and experience capabilities.

Executive Creative Director at fresh Stuart Whittle explains, “The past 16 months have been a very different time for all of us in many different ways but what has come through all of this is the focus and pride the fresh team have on the creating amazing experiences, whatever the platform and approach we take. It’s been the most creative year we’ve had to date in terms of continuing to push boundaries and accelerating our developments in our virtual capabilities and this new client win is testament to this work and approach.”

The team at fresh is developing a symbiotic approach to the virtual and physical event elements to showcase JLG’s products and services with a strong focus on sustainability as this is key to JLG.

fresh CEO, Lee Harris comments “We couldn’t be more pleased to be starting our new partnership with the team at JLG. From the offset of the pitch process it was evident we had great rapport with their team which is crucial to any longstanding and successful client relationship. I am so proud of the team at fresh for the outstanding pitch they delivered and this fantastic outcome. We see so much potential in what we can achieve with JLG and their brave and challenging approach to the way they see their future events and engagement with employees, partners and customers very much matches our own approach as a business.” The virtual event will take place in Spring 2022. The new Power Towers and UK Engineering facility in Leicester, UK will host an in-person event at the same time. Later in the year, there will be multiple smaller events hosted on the mainland in Europe.