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_Event consistency; IIR Worldwide’s Darren Brechin on restructuring its Middle East & Asian sh

In a year that has seen the company launch the PALA India exhibition and consolidate its position in the South-East Asia market with the merger of PALA Asia and IPALS, IIR has announced that the Entertainment & Installation Technology Group has become the first dedicated global brand management group within the company.

IIR Worldwide’s group exhibitions director for the Entertainment & Installation Technology Group, Darren Brechin, explains the rationale for the move thus: “Where previously the exhibitions were individually managed at a local level, now these are being centrally managed from our Dubai head office. We are now able to centralise our marketing and sales strategy, utilise our resources more effectively and develop and maintain consistency across all of our exhibitions and events.”

Brechin also says that plans were well advanced for the expansion of the PALME brand into other emerging markets around the world: “It will come as little surprise to the industry that we are now actively developing additional exhibitions and events within the group, in parts of the world where significant markets for lighting, sound and AV installation and integration are beginning to develop.”

As part of the group reorganisation Brechin, previously exhibition director for PALME Middle East, has been promoted to group exhibition director. Regional sales director Iain McLean has become group sales director, Europe, while Louise Brooks has been appointed exhibition director for the newly rebranded PALME Asia and PALME India. Adrian Lau continues as exhibition director of PALM Expo China.