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Following an investment from Ingenious Media Active Capital Limited ("IMAC") three parties have come together to create a consumer event dream team. IMAC, Andrew Morris and current Brand Event Management have made a combined investment valued at £8.7 million pounds in the new venture.

Brand Events was formed by Chris Hughes in 1999 with a mission to “create innovative events, festivals, and brand experiences, in specialist consumer subjects”. It has since been responsible for launching some of the UK’s most popular shows including MPH (a motoring show featuring Jeremy Clarkson), The Outdoors Show (walking, climbing and outdoor pursuits), Vitality (health and beauty), and more recently the popular Taste festivals which are being held across the UK and Ireland this summer in partnership with Channel 4. Chris Hughes, previously a Director of both The Business Design Centre and BBC Haymarket Exhibitions, will continue in his role as Chief Executive. Patrick McKenna, Director of IMAC, said: “We believe that current market dynamics, the quality of Brand Events and its excellent management team, and the knowledge, relationships and financial resources of IMAC provides a unique opportunity to create the world’s leading consumer events business. Consumers and brands alike are increasingly seeking original, experiential live events, and no-one in the industry is better at creating these than Chris and his team.”

Chris Hughes, Chief Executive of Brand Events, said: “Ingenious is the ideal partner to support our growth plans. Their considerable media expertise will be an enormous asset in helping us expand Brand Events in the UK and around the world. With Andrew Morris, who is one of the most accomplished and dynamic figures in the industry, we firmly believe we can become one of the global leaders in the market over the next three to five years.” Event industry leader, Andrew Morris will become Non Executive Chairman and investor in the company said of the move, “I am thrilled to be reuniting with Chris Hughes, who I regard as one of the geniuses of the live marketing sector. With the unique involvement and support of Ingenious Media we have managed to assemble a dream team with a hugely exciting future.” IMAC will take a majority equity stake in the business, with the remainder to be held by management.