Marketing consultancy IMA B2B has created a new specialist event offering called Echo Corporate Events. The new capability encompasses the management of all aspects of event strategy and execution, from concept to completion, designed to provide brands with impactful, real-world experiences that cut through digital noise and foster deeper customer connections.

Echo Corporate Events will be spearheaded by newly appointed General Manager - Events, Cherie Farr. Farr brings 25 years of experience in event management to the role. Her previous positions include Event Supervisor & Logistics Producer at NSW Department of Planning, Housing and Infrastructure, where she oversaw large-scale events such as Australia Day and Vivid.

"I'm delighted to be fronting this exciting dedicated capability and lead my team to create events that highlight the increasing trend that businesses are placing on personal customer engagement. Echo is strategically positioned to capitalise on this trend, offering its clients - including, but not limited to, traditional B2B engagements - a unique opportunity to stand out via immersive, creative events," Farr said.

Echo Corporate Events will target a diverse range of sectors, including retail, education, and technology. The company has already made a significant impact with several high-profile projects for Lifeline, Royal Wolf, and Profectus Group.

"The increasing demand for immersive experiences, combined with the decline in impact from purely digital marketing channels, makes it the perfect time to launch Echo as a specialist events business," said Partner at IMA B2B, Jake Cush.