Pico maps EMEA growth as it celebrates 30 years in the region
Caroline Bee
Senior Vice President, Pico EMEA

Pico is celebrating 30 years of business in the EMEA region with a focus on growth and expansion. The company's Senior Vice President of EMEA, Caroline Bee, highlighted the Group’s plans to expand exhibition market share and live event portfolios, as well as enhancing incentive business in line with increasing demand for employee recognition and retention strategies.

Pico has had a significant presence in Saudi Arabia, delivering projects linked to the country's Vision 2030, including work for NEOM, Saudia Airlines, and the Noor Riyadh light art festival. Key strategies include strengthening its local team, expanding production capabilities, and controlling the supply chain to ensure quality and cost-effectiveness.

The company is also transitioning towards a data-driven model, developing strategies to assist clients with ROI measurement for event marketing. This includes incorporating specialised data expertise and providing extensive training to its team.

In reflection, 2023 was highlighted as an outstanding year, with Pico handling prominent events such as the Arabian Gulf Cup ceremonies in Iraq and the FIFA museum at the World Cup in Qatar. Looking ahead, Pico is poised to leverage upcoming events like the World Expo 2030 and FIFA World Cup 2034 to showcase its innovative event management and commitment to sustainability.


This article is an excerpt of an interview of Caroline Bee, Senior Vice President of Pico EMEA , published in TTGmice on 21 February 2024.