In this series, features and series developer Heather Nicholls speaks to the unsung heroes of the events industry to reveal what really drives their passion and the remarkable contributions we too often overlook.

In this edition, we meet Rich Dean, senior account manager at INCEPTION, the global exhibition design agency.

Dean says: “Like all great things, I just kind of fell into the events industry”.

A friend was working for a company called Nomadic that did original pop-ups and modular exhibition stands. He got a job there as a graphic coordinator, scheduling people, checking graphics and print times.

Over time the role evolved into project management, he then moved to Skyline Whitespace, freelanced, joined an agency and eventually landed at INCEPTION. He says: “I’ve been in the game a long time now.”

Explaining why he was attracted to his current role he says: “It was post-Covid. I knew Mark Hutchinson, the MD of INCEPTION, from another company. He was running the agency with freelancers, and I was the second full-time hire.”

He adds: “It felt like a big risk but a great opportunity with a motivated leader and a company going places. I liked getting the full scope of how the agency runs, and now I enjoy the autonomy, handling clients from pitch and design to quotations, sign-off, project management, and on-site delivery. It’s all about relationship-building and seeing things through.”

Quick Q and A

What does a typical day look like for you on-site?

It depends on the day. First day of build: arrive early, check electrics, rigging points, wiring, spot issues upfront to avoid headaches. As the build progresses, focus on detailing. When the show opens, switch to client-facing: smart, relationship-focused, directing contractors. No two days are the same, but they’re long, staying motivated is key.

If your job didn’t exist, what do you think organisers or attendees would miss most?

People making things happen, plus excellence in delivery. We focus on design, quality, high-level execution, not mass volume. We are strategic creative partners for the brands that we work with. 

What’s the toughest challenge you’ve faced during an event?

A couple of years ago at SBC in Lisbon, the event’s first time there. The AV had the wrong kit, they couldn’t hook it up. I stepped away to refocus, then led the wiring myself till late. We delivered perfectly and on schedule, but lesson learned: always stick to our trusted suppliers.

What’s something most people don’t realise about your job?

The stress under pressure. Live events have immovable deadlines; you can’t push them back. Tight timelines, late sign-offs, multiple projects converging: that’s the reality.

What’s one event you’ll never forget working on and why?

Money20/20 Vegas last year, so much going on, and Vegas is fun. Also our first Pokémon store here in London: after covid when people were getting back up and running and the agency was using more freelancers at the time. Or chains of events, flying country-to-country for four in a month, all flawless, then blissfully free time after.

What’s been your proudest moment so far?

Seeing everything grow here, our client list and design quality. Early on, we punched above our weight and now deliver large-scale Pokémon projects which is impressive for a young agency. More recently, growing my client base at Money20/20 events; we delivered eight of my client projects in Las Vegas last year.”

Since the pandemic, Dean’s role has changed significantly. In-person meetings are now rare, and everything moves faster: quicker designs, tighter briefs and higher standards. The industry has also grown more competitive, with more agencies and skilled designers pushing well beyond basic modular builds.

Tech and AI have sped up approvals and research too. He explains: “I mapped a client’s org chart via LinkedIn and AI in minutes. Expectations are higher, but it drives you and our new creative team makes a huge difference.”

On why his role is vital to an event’s success, he is direct: “Nothing would happen without it. I manage from start to finish — designs, clients, project management, keeping everything moving.”

Project and account management, he explains, is the central line of communication between the design team, creative director, contractors and suppliers the function that pulls everything together behind the scenes.

He says: “”People in my position deserve more recognition in the events world, because we make it happen. Exhibitions are niche, but there’s blood, sweat and tears behind a three or four-day show. Insiders get the pressure; outsiders have no clue.”

He adds that greater visibility for INCEPTION would help. He says: “Building a strong reputation so clients approach us is difficult when we’re under NDA on so many projects. It’s hard to tell people what we actually do.”