Correspondent Kristyna O’Connell sat down with the CEO of the Meetings Industry Association (MIA), Kerrin MacPhie, to find out about the MIA’s rebrand, new accreditation name, what the future holds, and how it is shaking up the industry.
Kerrin MacPhie has been at the heart of the events industry since her role as the manager of the Liverpool Conference Bureau, then as director of conference and exhibition sales from 2006 for the ACC Liverpool Group. She added to her CV the industry experience of being ICCA UK & I Chapter chair. Her next career move was to become the head of business events for VisitBritain in 2017. Most recently, MacPhie is known as the dynamic and inspiring leader and CEO of the meetings industry association (MIA).
The MIA has long been a cornerstone of the meetings and events sector since its inception in 1990. Offering support and creating a collaborative environment, the MIA is open for membership for anyone in the events industry. Members of the MIA hold the associations accreditation.
MacPhie recalls the beginning of the ‘aim accreditation’ which was introduced in 2007. She was not with the association at that time but was along for the ride as Liverpool Conference Bureau went in for the process of becoming aim accredited. Her involvement through that journey gave her a lot of inside knowledge on the accreditation itself.
On joining the MIA in 2021, MacPhie says: “When I joined the MIA, I wanted to spread the word about the value of the accreditation and what it means for buyers who are looking at a venue or a supplier to have somebody who’s got the accreditation. There’s a lot that goes into getting the accreditation, there is a process and questions and evidence. From 2007 to now, it’s been in place for such a long time, and it’s been championing the meetings and events industry for all that time.”
MacPhie says that the aim accreditation confused some, so to simplify this, the MIA rebranded and changed the name to the ‘MIA accreditation’. Specific logos were developed for each type of member, allowing members to proudly display a logo indicating they are an mia accredited venue, destination, or supplier. These logos signify service, quality, and excellence. Additionally, MacPhie notes that the certificate was updated, and members were encouraged to display it prominently on their website so people could recognise their certification.
MacPhie discusses the rebrand of the association brought on by Greg Foreman from Fore Design, saying: “I knew Greg from the past, and he has worked in this space for quite some time, and he was the one that came together with us. Greg wants to get under the skin of the mia, and who we were and where we were going. He got to understand our creative direction and the direction that we wanted to go.” The refresh also introduced specific lock-up logos for different member categories, clarifying the MIA’s identity and making it more engaging. She adds: “In terms of our colours, pink signifies people, turquoise is teamwork. Orange is excellence, navy blue is professional, and cream is community. “It celebrates collaboration, networking, fostering positive relationships and bringing people together.”
She continues: “If you rewind to three months ago, the colours that dominated our logos, whether they were aim or, mia, they were grey and red and white and a bit of black. Now we are all the colours of the rainbow, but we do have specific colours that represent certain things. When we talk about the journey that we went on, the kaleidoscope which we use on the website and in some of our key messages brings the whole brand to life through those colours.”
In addition to the new colour scheme, MacPhie says that the MIA offers a toolkit that details the benefits of membership for marketing, sales, operations, and PR professionals. The toolkit provides a quick snapshot of the value of membership and emphasises the community feel, developed over the last two years. Members benefit from connect events, free webinars, and attendance at industry shows, among other perks. To become an mia member, you need to go through the accreditation, whether you are a venue, supplier, event organiser, or other. The membership prides itself on the fact that it is for anyone in the events industry, open to all.
Collaboration is key to MacPhie and the MIA, working with other industry associations like beam, ABPCO, ICCA, UK and Ireland Chapter, and EVCOM. While beam is branching out into new categories like venues, the mia and beam maintain their unique roles and collaborate as needed. MacPhie says: “When you look at the various associations, each association has been in place for quite some years, with the mia as a long-standing association. They all do slightly different things, so therefore, there is a space for that collaboration. If we all came together, I feel that maybe something may be missed or not be covered, but we do talk a lot, we do collaborate a lot, and who knows what the future holds.”
She adds: “At the 2022 ‘mia annual conference, now the miaSummit, we asked the audience what’s important, and the one word that stuck out was ‘collaboration’. It’s key to all of us and what we do, and we see ourselves as a very collaborative association.”
A key member within the industry, the heartbeat of the MIA, a bold and collaborative voice to those who are searching for their voice, MacPhie has made her mark on the MIA with her efforts and with the rebranding of the MIA created a community for those in the industry. MacPhie’s extensive experience, dedication, and commitment to the mia and the industry has been evident.
Sandra Eyre, director of business development at the mia comments on MacPhie’s leadership, saying: “Kerrin’s leadership shines through with everyone she meets, largely due to her infectious energy and passion for the sector, but also her genuine determination to drive things forward. From working with Kerrin at ACC Liverpool, where she put the venue on the map as a major conference destination, to now at The Meetings Industry Association, she’s always had her finger on the pulse and is never afraid to think outside of the box all the same.”
MacPhie will be stepping down from her role as chief executive in November, after overseeing the successful rebrand and ensuring a solid transition. She says: “This brand refresh was so important to get done, and I wanted it to be done.
“I’ll still be in the industry, 100% in the industry, but I won’t be in one role that will consume all my time. I’ll be doing a few different things. I I’ve got a few projects that I’m working on now for when I move on. 7 November, is going to be my last mia event.”
The MIA’s accreditation process remains a key membership benefit, ensuring high standards across the industry. MacPhie concludes: “The MIA’s purpose and vision is to elevate the UK’s meetings and events industry to be the best in class globally and to make a positive difference for all stakeholders. This the commitment to excellence and collaboration will continue to guide MIA’s future, constantly moving closer and closer to this goal.”
