In profile: Matt Wallhead, Portfolio Development Director, Farnborough International

Starting in the sector with global events company Terrapinn in 2006, he soon discovered his passion for launching events, appreciating the value that live interactions can bring to the industries and the communities that they serve.

Thoughout his career he has naturally gravitated towards industries that are being reshaped by changing consumer behaviour, emerging technologies or policy and regulation that is mandating change.

“I think that’s where live events really have a part to play,” he said, “If there are knowledge gaps, if there are technology and infrastructure changes and if there are policy and regulatory frameworks that change the way that business has to be done, I think bringing people together in a live environment is where we add the most.”

Much of the value added by live events, he believes, comes down to the peer-to-peer element, of allowing people to mingle freely.

“Often it’s all about buyer and seller and we focus really hard on that in terms of exhibitor return on investment, visitor return on investment, but those peer-to-peer sessions, what a great thing,” he said, “It’s great to hear from people that have got new systems and new solutions for you, but to talk to a contemporary and someone you look up to who’s doing it really well, those kinds of interactions are where live events can really add value.”

BUILDING EVENT BRANDS

Earlier this year Wallhead was appointed as Portfolio Development Director of Farnborough International, the venue and now owner of the ITT Hub event that will take place on 11-12 May 2022.

Broad in scope, his role is to develop a portfolio of owned events for Farnborough International outside of the aerospace industries.

“When I look at the core tenants that we need, the constituent parts that you need to launch those mission-led, purpose-led event brands, I think Farnborough’s DNA is riddled with those qualities in terms of the venue itself, but more importantly its commitment to an industry,” he said.

The venue’s legacy event – the Farnborough International Air Show – serves the future direction and the forward development of the aerospace and related industries.

“So to come into an organisation that is so purpose-led, is so mission-led is inspiring,” Wallhead said, “If you can execute an air show, you can execute anything.”

At a more technical level, Farnborough International also has the core competencies of those key horizontal aspects of any organisation – marketing, sales, operations, customer service and customer experience. Owned by a trade association – ADS Group – which represents the UK’s aerospace, defence, security and space sectors, it is also committed to its members.

“My vision for events brands that we’ve launched, including ITT Hub, is to make sure that we’re always in service to that community. Treating them like members, treating them like we care for them and we care about their future aspirations as much as they do, and that we provide something that really speaks to them. Farnborough has a legacy in that and I’ve always had a passion for it too.”

DEVELOPING GREAT IDEAS INTO GREAT PRODUCTS

Farnborough International officially acquired the ITT Hub event from Binswood Media the day after the inaugural show was held on 30 June and 1 July 2021.

“It’s been a tricky time,” Wallhead readily concedes, “The ‘C’ word can’t be ignored, even as recently as December we were faced  with challenges.”

Since his appointment, his role has been to unpick the brains of the ITT Hub founders to discover why there was so much appetite for it and what it was really designed to do. His conclusion: they have a great idea and are developing a great product.

Given his background in running shows, it is perhaps unsurprising that Wallhead views the ITT Hub event as analogous to a major film production:

“It’s a whole new movie and that script needs to be written, those roles need to be cast, and our distribution channels need to be cemented. And the ITT Hub event is really about being that orchestrator and enabler of that change.”

THE DRIVE TO DECARBONISE

Wallhead’s two roles prior to his appointment at Farnborough International have involved accelerating decarbonisation in global transport and wider industry. Why does he think that decarbonisation, technology and innovation are such hot topics in transport right now?

“Once something gets off the business pages and onto the front pages we know it’s a big deal. Once policy is on Newsnight, not on a technology show, you start to see these changes. I think it’s a really interesting time that we’re in and I’m excited about ITT Hub and its potential to serve those audiences by getting stuck into the tough parts of this.”

The focus must be to point the policy at the right places for change, he argues. Developing a zero-emission fleet of HGVs and buses will clearly be more challenging than decarbonising a fleet of taxis, for example.

“ITT Hub’s mission going forward is that we want to tackle the difficult things,” he said, “This isn’t a greenwashing exercise to come and navel gaze about the progress that has already taken place, this is where you come to get the answers to the difficult things.”

EXHIBITING PROGRESS

More than 110 exhibitors are taking part in ITT Hub this year, including many of the major Original Equipment Manufacturers (OEMs), such as DAF Trucks, Renault Trucks, Mercedes-Benz Trucks, Iveco and Ford. Why does Wallhead think so many of the OEMs are interested in exhibiting at the show?

“Firstly, it’s a testament to the show that they see value in it because they underpin the innovation. I think what we’re seeing is that those OEMs are transforming from engineering companies into technology companies. Who owns the customer? Who’s delivering this innovation? Everyone is grappling for a little bit more of the action, and everyone is trying to find their role.”

Wallhead believes that OEMs are firstly looking to offer solutions to their customers, by providing them with the assets, tools and technology they need to hit their targets. But beyond that, he thinks they want to show the industry, their partner networks and the wider ecosystem that they are leading on the decarbonisation agenda too.

“They have their own net zero aspirations and are committed to supporting it with the products that they develop,” he said, “Decarbonisation is a huge aspect of the show and a huge challenge and we are keen to ensure people know if it’s not smart it won’t be sustainable, if it’s not safe it won’t be sustainable. Sustainable, smart, safe technologies will power the future of the transport industry.”

SECTOR SPECIFIC HUBS

ITT Hub has increased the number of sector-specific hubs this year to enable thought leadership, collaboration and knowledge share. These include the Energy Theatre Hub, the Bus & Coach Hub, the Future Van Hub, Government Hub, Talent Hub, EV Café and Cold Chain Hub. 

The role of these elements and show concepts is to play their specific roles within what is an emerging ecosystem.

“This is the place where all of these constituent players come to play, whether you’re in energy, transport, infrastructure, smart road technology, big data, cyber security,” Wallhead said, “However, we also want you to have a home at the show which is specifically about you.”

The sector hubs ensure that there are specific value propositions for each customer group. Describing the show as one big campus, Wallhead said the hubs act as labs for each element of the show, giving the disparate customer segments their own home and identify.

RIDE AND DRIVE EXPERIENCE

A unique feature of ITT Hub is the Ride & Drive experience it offers, giving delegates the opportunity to get behind the wheel of a variety of vehicles on a test route.

“This is one of our real showstoppers in terms of energy and action,” Wallhead said, “They’ve made the decision that change has got to be made. They’ve evaluated some options, they’ve narrowed it down, this is the place where they can come.”

The main benefit for delegates is that they are not getting sold to from one particular manufacturer, but can come and test drive different competitors back-to-back.

“Bring your team here, you can test drive three or four different vehicles, go and have lunch, test them all again in the afternoon,” he said, “If that’s not adding value to a very, very capital expenditure heavy, operational expenditure heavy procurement process, then if I could give you the time back then I would because that’s going to improve anyone’s purchasing decision.”

FUTURE LOGISTICS CONFERENCE

An integral part of the ITT Hub event is the Future Logistics Conference, hosted by Logistics UK. Who does Wallhead think the conference will most appeal to?

“The Future Logistics Conference is for senior strategic decision makers to come and understand what the future looks like. This is the future outlook of the entire logistics industry. This is where we’ll be looking for great insights from other industries. This is for the strategic people to really come and understand what change is on the horizon, how to get their business ready.”

Rather than learning about day-to-day operational issues like brakes and tyres, the conference will encourage delegates to think about their technology procurement in the round.

“In a year’s time we might be talking about AI in logistics, blockchain in logistics, this is not going away and it’s not slowing down,” he said, “To me the Future Logistics Conference is the Davos of the whole event. This is where the leadership teams convene and really drive forward those innovations and get inspired by what’s on the floor.”

TOP SPEAKERS TO SHARE INSIGHTS

The Future Logistics Conference will feature two keynote speakers: space scientist Dr Maggie Aderin-Pockock MBE on the first day and Transport Minister Trudy Harrison MP on the second.

Inviting a futurist and a minister to speak at the conference points to how the two worlds are converging, Wallhead believes.

“That’s where we’re at now,” he said, “We’ve got a set of future strategies that must align with innovation and futuristic policy making. Policy making must have the same layer and lens of innovation as the R and D hub at all of these fantastic OEMs.”

Wallhead expresses the hope that the minister will come to learn as much as to speak, as the event may represent her best opportunity to understand the challenges the industry is facing, what technologies are available, and the framework that needs to be in place to achieve zero emission fleets.

“They’re the two keynotes and I think it’s a brilliant combination of talents and perspectives,” he said, “A futurist and a policy maker. Get those two things right, the road ahead looks a whole lot better, get those two things wrong, the world can be very, very challenging.”

THE ROAD AHEAD

Acquiring ITT Hub was a strategic investment for Farnborough International, and it has ambitions to build it into the most important transport technology event in the world.

As the ecosystem widens and the technology gets smarter, Wallhead believes the focus may shift from the vehicles themselves to the infrastructure they operate on, including digital roads.

“Right now, we’re very much focused on the vehicles but they all need to operate somewhere. What does that look like in an urban environment? What does that look like in terms of long distance? So really looking at marrying those strategic technologies and that fleet technology out of the vehicle into the depot and onto the roads in which they’re driving.”

The other growth area he has identified are the more advanced areas of technology, with an increasing role for AI, blockchain, cyber security, big data and autonomous vehicles.

“The way I see the show evolving is that we’ve got to be ten years ahead in terms of inspiration and we’ve got to be giving delegates ten big ideas to take away to their business tomorrow and start improving the way they do their business. When we look at our mission, they’re the two core propositions.”

*www.itthub.co.uk

Published On: 28/04/2022 16:00:43

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