The plan was to stage the largest trading seminar ever seen in London. With the biggest names in the industry including Richard Farleigh, Lex van Dam and City AM’s own Allister Heath, Cafecreate developed a strong strategy to help generate a buzz around this ambitious event. The result?

“We set Cafecreate an incredibly ambitious brief – specifically, we wanted to create the best retail investor conference in the UK from a standing start.  The market place for these events was cluttered and un-ambitious, Cafecreate analysed and identified the optimum market position to secure the best possible delegates.  As importantly, they delivered an informative and entertaining advertising campaign that genuinely changed consumers perception of events, whilst sticking to City AM’s core brand identity.  I attribute a significant part of the events success to Cafecreates database management, holistic approach to the challenges of the brief and delivery of an impeccable microsite on time and within budget – we were delighted to have over 800 attendees at City AM’s first Active Trader.  Definitely an agency to watch in the future, great group of hard-working people who really deliver for their clients… and a particularly sharp web developer!”

Harry Owen, Commercial Director, City AM


With a concept born out of Hollywood, the speakers were transformed into headline acts, creating a ‘premier’ feel, and attracting only the top traders and hottest leads for the companies exhibiting.

A microsite, built entirely from the ground up formed the backbone of the campaign and beautiful design and an interactive element ensured that the conference appealed to the high calibre of trader the event wanted to attract. The exclusive event was limited to only 1,000 paying traders, ensuring only serious traders attended.


The campaign drew on all available media to secure maximum exposure. A print campaign included a strategic build up to the event and leveraged full page adverts and cover wraps to keep the conference on the minds of those it was targeting. Far from just a print campaign, the microsite was accompanied by an HTML campaign tailored to the various audiences, and with dedicated landing pages the user journey was completed, and provided a highly involved customer experience.

The event saw over 1,000 traders attend the event, with Cafecreate implementing and monitoring all e-commerce and ticket distribution. The result? A huge success for City AM, which helped cement their place as the publication of choice for the financial industry.