The challenges of governance in global events
For multinational businesses, event governance models must address a complex array of challenges. These include the politics of aligning diverse teams, managing risks across regions and ensuring consistency without stifling innovation. At the heart of this challenge is the need to establish clear roles, responsibilities and processes that support seamless operations. When poorly defined, these factors can lead to confusion, frustration, inefficiency and missed opportunities. This is where a good governance model becomes critical, whether your organisation has chosen a centralised or decentralised model. However, each model has its own inherent merits and risks. Let's take a look at some of these.
The merits and risks of centralisation and decentralisation
Centralisation offers a single point of control. In this model, governance is tightly managed from a central hub, ensuring uniformity across all operations. This approach is particularly effective for companies that align consistency of the brand message and efficiency of the processes. It allows for streamlined decision-making, clear accountability and cohesive branding. For example, a centralised model might designate one agency to oversee all aspects of a multinational’s events – from logistics to sponsorship management – ensuring that the company’s vision is reflected uniformly across the globe.
On the other hand, decentralisation grants autonomy to regional or functional teams. While this model introduces a level of complexity, it also enables localisation and adaptability to local needs and requirements. Decentralisation is ideal for companies operating in highly diverse markets where local knowledge and flexibility are critical.
In terms of risks, a centralised approach can sometimes feel too rigid, stifling the agility needed to respond to local nuances. Conversely, decentralisation can lead to fragmentation, with teams operating in silos and a lack of cohesive strategy. The real challenge lies in finding the right balance – a hybrid approach that combines the best of both worlds.
Tailored governance solutions
At MCI, we have developed tailored governance solutions that address these complexities. Our strategic frameworks are designed to help clients navigate this spectrum, starting with a comprehensive risk assessment and implementation plan. A cornerstone of our approach is onboarding – not just for internal teams but for the client as well. By clearly defining roles, responsibilities and engagement rules, we create a foundation for success.
Take our global implementation framework. This framework is structured across three key phases: global onboarding, execution with local adaptations, and continuous alignment to ensure seamless delivery. Each phase is designed to validate strategies, engage stakeholders, and ensure cohesive execution aligned with client objectives.
One of the key tools we offer is the implementation playbook. This document serves as a roadmap, outlining the processes, priorities and financial models needed to achieve measurable outcomes. It ensures that every stakeholder – from central teams to local partners is aligned and empowered to deliver. For multinational clients, this level of clarity is indispensable.
Being a global company, MCI has offices around the world. This has proved extremely useful for our clients, particularly in the ICT, pharmaceutical, medical, luxury and industrial sectors. For example, when a large multinational tech company recently embarked on a global event, we employed our “glocal” approach, blending a centralised planning team with local expertise in eight cities across the world. This ensured uniformity while tailoring experiences to local markets, resulting in highly successful events attended by thousands.
Our experience shows that localisation plays a critical role in governance success. While centralised governance provides the framework, decentralisation enables the nuances that resonate with local audiences. By combining global oversight with local expertise, we are able to create an environment where all stakeholders feel engaged and supported.
Laurence Julliard - Global Head of Client Solutions
