How to out-perform in the year ahead - MIPIM
As we embrace the New Year, the focus shifts from looking in the rear-view mirror to improving the road ahead. For those in the real estate sector, MIPIM 2024 might be viewed as the culmination of the first quarter, bringing together investors, asset managers, developers, politicians, local authorities, architects, and of course marketers.
Well over two decades since Innesco's first MIPIM attendance has passed and The Global Urban Festival's scale has grown a great deal. However, to keep pace with a fast-changing world, Davos this week, MIPIM in March, and similar events’ programmes through the year—must also pivot and evolve. Discussions should embrace diverse and balanced perspectives, moving beyond the conventional or purely commercial, and inspire participants to become agents of positive change. We need to challenge events that entrench the status quo and compound the often-glacial pace of change.
This year's MIPIM headline keynote by Sanna Marin, Former Prime Minister of Finland, looks to offer valuable insights. As the longest-serving female prime minister of Finland, Sanna successfully navigated the social and economic fallout from the pandemic and led her country to the fastest NATO accession in the history of the organisation. For an event levelled with accusations of sexism, this type of change to MIPIM’s speaker pool is welcome and can act as a major catalyst for change—provided attendees engage.
A future focus could be on learning from diverse voices beyond our own immediate interest groups. During MIPIM 2023, our Founder, Dan Innes, interviewed Amanda Staveley, CEO of PCP Capital Partners, and Cristina Gamboa, CEO of the World Green Building Council. Both shared insights on the social impact of their work, moving beyond simply making the conventional business case. Amanda highlighted how Newcastle United’s success has reinvigorated the city and region, and how that mentality can galvanise a community towards regeneration, whilst Cristina shared the importance of transparency and accountability in projects’ longevity and ultimate social value.
On the other side of the coin, attendees must step outside their comfort zones, engaging with stakeholders from different geographies, languages, and alternative expertise – raising awareness in other markets and arenas. We must try to eschew sticking to only friends and consultants from back home, seeking the safety of home—even in Cannes! Speakers and attendees can approach conferences as spaces not only to understand real estate's role in various contexts but also as platforms to transmit messages that transcend industry boundaries.
At their core, these big-ticket conferences offer a platform to exchange learnings and devise novel solutions for sector-wide challenges - but engagement has a price. It would be folly to ‘spray and pray’ as often seen at MIPIM - instead, it had better be strategic, targeted, well-organised, well-publicised, and lead to a positive impact. Of course, business objectives and dealmaking will always be present, but to foster meaningful, valuable relationships (and even friendships!), organisers and delegates must understand simple human connection and hope for the future as a key motivation for attendance.
In conclusion, the aim is not to preach to the choir, but to speak to the world. Let us know if we can support your investment into the event – or if you are already sorted, see you in Cannes!