MGN understood from the start and worked alongside us to make it happen.
The room was full of people who don't usually sit together, and they left talking about what they could do next. That's exactly what we hoped the launch would achieve.
Dr Jennifer Maher
Chief of Research, AWEC
The objective
When the RSPCA, Compassion in World Farming, FOUR PAWS UK and Humane World for Animals UK came together to establish a first-of-its-kind Animal Welfare Evidence Centre, jointly funded by the Katherine Martin Charitable Trust and the RSPCA, the launch needed to do more than introduce a new organisation.
The launch needed to present the Centre’s mission to research and share evidence about why people harm animals, to prevent it. With an ambition to become the go-to source of research in the field, the launch event was an important opportunity to establish credibility and build relationships with the people who will help take that work forward.
Policymakers, academics, animal welfare organisations and other key stakeholders needed to understand what the new Centre was, and, critically, why its work matters and how they could engage with it.
The challenge was one of profile, understanding and connection.
MGN Events was brought in to create a launch event in the style of a professional conference: credible enough for a specialist audience, engaging enough to encourage conversation and networking, and polished enough to give a new initiative the platform it deserved.
The brief
The brief was to create and manage a conference-style launch event in central London that would bring the right people together to learn about the Evidence Centre, hear from its experts and connect with other key stakeholders.
With 70 guests attending, the event needed to balance formal content with opportunities for informal conversation.
The venue also needed to support a natural flow between registration, networking, catering and the main programme, while the production needed to give the launch a sense of occasion without distracting from the subject matter.
The approach was deliberately considered rather than extravagant, with credibility front and centre.
What we did
We helped create a conference experience that gave the launch credibility
The event took place on 10th September at the Institute of Directors at 116 Pall Mall, using Trafalgar 1 and 2 for registration, catering and networking before guests moved into the Burton Suite for the main plenary.
That movement through the venue helped the day feel structured without being overly formal.
Guests arrived into a dedicated registration area using our in-house brandable registration desk, before moving through to networking, giving them an opportunity to meet other attendees ahead of the main programme.
From there, the Burton Suite became the focal point for the launch, with an impactful stage set and considered lighting creating a strong visual backdrop for the majority panel-led programme.
The aim wasn’t to compete with the content. It was to create the right environment for it.
We brought the Centre’s identity into the room
The Centre’s brand was in development. Our role was to evolve and translate it into a physical space, so the Centre felt established from the moment guests arrived.
Working closely with the Centre’s team, we created an event identity that sat naturally within the brand. Four roll-up banners, table talkers carrying conversation starters and a branded registration desk brought it into the venue without overwhelming the space. The stage backdrop became the key visual element in the Burton Suite, with lighting and tailored music adding atmosphere and polish to the panel sessions.
In the post-event debrief, the Centre team highlighted the table talkers and stage backdrop as helping to project credibility. That was the result of close collaboration, with content and production developed together.
We designed the event around meaningful stakeholder interaction
The guest list brought together a deliberately broad mix of people from across the animal welfare and research landscape.
The energy in the room was noticeable. The main programme provided a shared platform for learning, while the networking spaces gave guests the chance to continue conversations started at registration that carried on through lunch, with guests from very different parts of the sector connecting and looking at ways to work together beyond the event.
According to the post-event feedback, one of the key successes was the diversity of the attendee mix. Rather than simply attracting the same established network, the event brought together a broader range of stakeholders.
That mattered because the Centre’s future impact depends not only on its research, but on people knowing about it, engaging with it and finding opportunities to collaborate.
The event created the conditions for those relationships to begin.
We made the experience consistent with the values behind the event
The entire menu was plant-based.
Guests were welcomed with a selection of plant-based mini cakes, tea and coffee before the main programme, followed by a fully vegan lunch featuring dishes including gnocchi with broad beans and balsamic tomatoes, oyster mushrooms with pearl barley and tarragon, rosemary-roasted potatoes and artichokes, purple sprouting broccoli and courgette with lemon, basil and smoked almonds.
The catering became one of the standout elements in the client feedback, with the quality of the fully plant-based menu receiving particular praise.
It was a simple but important detail: the experience needed to reflect the values of the organisations behind the initiative, right down to the hospitality.
We managed the logistics behind a focused half-day conference
The physical setup took place over four hours in the evening before the event.
That meant the registration, networking and plenary spaces all needed to be prepared, branded and production-ready within a tightly controlled window.
MGN Events managed the event logistics and guest journey, coordinating the different spaces so that the transition from arrival to networking to the main programme felt straightforward.
The event also included delegate registration and badge management, supported by the Emma platform.
For MGN Events, the value of a conference partner is not simply getting the room ready.
It’s anticipating what needs to happen before, during and after the doors open, so the client can focus on their audience and their content.
The results
A launch that reached beyond the usual network
The launch achieved its core objectives.
The first report, The Scale of Reported Illegal Harm to Animals in Great Britain, was successfully launched, raising the profile and understanding of the new Centre among an important group of stakeholders.
The event also attracted a diverse mix of attendees, helping the Centre reach beyond the usual network and begin building relationships with a wider community of policymakers, academics and animal welfare organisations.
The impact continued beyond the room
The launch generated organic promotion, including blog coverage and strong engagement on LinkedIn, while conversations following the event created interest in future collaboration.
Perhaps most importantly, the feedback suggested the event left people feeling hopeful and inspired, rather than simply informed.
That was a valuable outcome for a new initiative looking to bring people together around a complex and serious subject.
For MGN Events, the success was about more than delivering a polished conference.
It was about giving a new initiative the right platform to be understood, creating space for the right people to connect and helping turn a launch moment into the beginning of a wider conversation.
What was the Animal Welfare Evidence Centre launch event?
MGN Events provided conference event management for the launch of the Animal Welfare Evidence Centre, a new research centre established by the RSPCA, Compassion in World Farming, FOUR PAWS UK and Humane World for Animals UK. The half-day, conference-style launch took place on 10 September 2026 at the Institute of Directors, 116 Pall Mall, London, for 70 policymakers, academics and animal welfare stakeholders. MGN Events managed the guest journey across three venue spaces, delegate registration and badges, an event identity including a branded stage backdrop, roll-up banners and table talkers, lighting and music, and a fully plant-based menu. The event launched the Centre’s first report and brought together a diverse mix of stakeholders.
Further Reading on Conferences and Launch Events
Frequently asked questions for Conference Launch Events
What does a conference event management company do?
A conference event management company plans and runs the practical side of a conference, so the host can focus on its content and audience. That usually covers venue layout, delegate registration, staging, lighting and sound, branding, catering and the running order on the day. At MGN Events, we also plan how guests move through the day, so the format supports the conversations the event is there to start.
How can a launch event build credibility for a new organisation?
Credibility comes from the right audience, clear content and a setting that feels considered rather than showy. A conference format with expert speakers or panels gives a new organisation a platform to explain its purpose. Consistent branding across registration, signage and staging helps it feel established from the moment guests arrive.
How do you encourage networking at a conference?
Build time and space for it into the programme rather than leaving it to the coffee breaks. A dedicated networking area before the main sessions, a well-paced lunch and simple prompts such as table talkers with conversation starters all give guests an easy reason to talk to people they haven't met before.
Can a conference have a fully plant-based menu?
Yes. A plant-based menu can be just as generous and varied as any other, and it's a simple way to reflect an organisation's values. Working with the venue's catering team, we plan everything from welcome refreshments to lunch so the hospitality feels consistent with the message of the event.
How long does it take to set up a half-day conference?
It depends on the venue and the level of production, but careful planning can keep the on-site set-up short. For the Animal Welfare Evidence Centre launch, MGN Events prepared, branded and readied the registration, networking and plenary spaces in a four-hour set-up the evening before.
