Events agency AddingValue is to create a “boutique” consulting practice in conjunction with John Hooker, a change management expert and former member of events agency THA.

The new operation is to be called AddingValue Consulting, and has been formed in response to “the changing face of the events industry, driven by the wider corporate social responsibility and corporate procurement agendas, which brings a number of challenges from appropriate skill sets to robust planning processes; risk assessment to profitable service offerings to the industry,” according to a statement from the agency.

Hooker heads up the practice and brings an exceptional track record of achievement with over 20 years’ hands-on experience in internal communications, live events, marketing communications, motivation and venue management. For the last eight years, he has been involved in a variety of change management programmes with leading    c&it agencies, charity and learned societies and international venues.

“The practice will provide consultancy, research and training in a progressive and inclusive way that helps both staff and organisations better identify and collaboratively resolve existing issues relating to operational efficiency, best practice and business growth in the hospitality, events and travel industries,” said Hooker.

Meanwhile, AddingValue founder Randle Stonier commented: “John’s amazing depth of experience was a natural fit in helping us realise our ambitions in the consulting arena and this new initiative further embraces our commitment to education within the wider industry.”

AddingValue Consulting opens its doors with two clients, the names of which it would not reveal other than saying: “One operates as a European service provider, while the other is a UK agency”. The consultancy also claims to be “in an advanced stage of dialogue with a major tourism provider and an international financial institution.”