Weston-super-Mare to the King of event design and production
part of its tenth anniversary celebrations, Executive
Traveller chats to Richard Dodgson, Owner and
Creative Director at Timebased
an outstanding event design and production agency based
in London as we look back at some of the “Great
Names Behind Events”.
Richard Dodgson left home at the seaside resort
of Weston-super-Mare to join the National Youth
Theatre at age 15, little did he know that he
will be “glazing” the world of events
with his unique ideas and skills. With
a passion for German theatre, he embraced Brecht,
Büchner, Heiner Müller and contemporary
German writers and directors and studied German
at Manchester University and found himself in Berlin
in 1988 where he then spent 18 months working as a professional
actor and developing the art of director’s theatre
1996, Richard made a commercial decision and founded
Timebased Events in 1996 with the initial aim
of offering creative performance ideas and shows
as the centerpiece of a corporate event. The premise
of Timebased is that the only limitation on the
events that the company can produce is time. Each
event has a beginning and an end.As a result time
efficiency and time management are key to creative
event delivery. Timebased quickly established
itself as an idea led company delivering media
worth event stories. Richard also targeted high
profile companies to produce smaller events and
shows.This resulted in producing the first ever
GQ Men of the Year Awards in 1997 for Condé
Nast Publications, an event Timebased are still
very proud to be producing 17 years later! It
has become one of the biggest awards ceremonies
in the UK, judged on media coverage.
years Timebased has grown organically and gone from
strength to strength creating a vast catalogue of unique
and exciting events for a wide variety of brands and
organisations including Selfridges, Armani, Guess, Omega,
Virgin Media, Ralph Lauren, TalkTalk, Fendi, GM Europe,
Westfield, Calvin Klein, Viktor & Rolf and Créme
De La Mer. The company is now considered one of the
top event agencies in London and Richard is renowned
in the industry for his ability to create a sense of
theatre, entertainment and engagement in non-theatrical
recognising key influential factors that are steering
the events industry and resourcing a motivated and experienced
team, he has ensured that Timebased has always been fully
prepared and operational to take on new challenges. In
the last year some of the most high profile events which
Timebased designed and produced include a series of 3
consecutive events in India, the first ever Vogue Festival
2012, USA House 2012 on behalf of the United States Olympic
Committee, the first ever Jamaica House 2012 in the middle
of Olympic fervor at the O2, the unveiling of Figure 101
on Trafalgar Square’s Fourth Plinth and the 15th
annual GQ Men of the Year Awards.
portfolio continues to expand and diversify, Richard is
committed to looking for new creative challenges. Consequently
he is now in the process of setting up a global partner
network.This will enable Timebased to increase their capacity
to deliver high quality events all over the world for
brands and organisations keen to engage with a global
would you like the world to see Timebased?
Timebased is a London-based corporate event management
services for clients all over Europe. Central to the way
we work are our core values of being sustainable, responsible,
generous, commercial and inspired.
• We are an event management company which values
being a close-knit team.
• We deliver corporate events we are proud of and
which produce the results expected of us. We are also
brave in our event creation and will use our standing
in the industry to promote sustainability so as to inspire
other event companies with our efforts.
• Timebased strives to build long-term relationships
with all our clients. We understand that what each client
desires in their event is uniqueness
• We relentlessly pursue breakthrough ideas, styles
and locations to make experiences that are at the cutting
edge of creative events.
• We do this because we thrive on new ideas and
believe that great ideas are developed through great communication.
How did it all start?
When I created Timebased in 1996, I had a vision to create
live theatrical events in non-theatrical spaces. We initially
worked for other event suppliers, producing the performance
elements of their events and rapidly gained a reputation
for excellent event delivery. Having worked on some unique
shows with top brand names across a variety of industry
sectors, we were we able to showcase projects and win
new clients swiftly.
Our name is a reflection of our focus on 'time'. The premise
of Timebased is that the only limitation on the events
that we produce is time. Each event has a beginning and
an end. As a result time efficiency and time management
are key to creative event delivery.
How do you ensure that every event is unique and
Every event has a fundamental requirement, which is to
inspire the audience. Our priority is to ensure that all
our events get to the heart of our client's messages and
objectives and to communicate these in an engaging way.
We like to build long term relationships with clients,
acquiring a detailed understanding of their ongoing event
requirements and their strategy for achieving their objectives.
This helps us ensure the technique we use to communicate
their messages is always exciting and appropriate.
Our expertise covers the production of award ceremonies
such as the GQ Men of the Year Awards and the D&AD
Awards, product launches for brands including Emporio
Armani and the Telegraph Media Group, brand experiences
for clients including ASOS.com and Grazia, and exclusive
parties for Victor & Rolf and Metro. The audiences
at these events can range from 10 people to 1 million,
so we need to ensure the project management of each event
Whether the event is a celebrity dinner party, an international
launch event, a fashion show, a street festival or a charity
auction, our thorough logistical planning will always
ensure every detail is considered and every event is delivered
on time and on budget.
• Creative flair and acute attention to detail is
evident in every event we design and produce, and with
these skills we aim to galvanize the audience.
• Our corporate event planning and management services
• Strategic planning
• Concept & content development
• Event design, dressing & styling
• Venue sourcing
• Celebrity booking
• Artist booking and management
• Project management and logistics
• Stage management
• Show scripting
• Technical production: audio-visual, set and staging,
• Risk assessment and health & safety management
• Guest list management
• Crowd and traffic management
have a forward-thinking and creative approach to
our events and working practice, making certain
that all the right systems are put in place to ensure
a trouble free and successful project. Enforcing
an effective health and safety management policy
is critical to this success and something that we
take very seriously at all our events.
We are strong believers in sustainability practices
and implemented a Sustainable Business Policy in
2009. This policy crosses over all our operational
practices and we ask that our suppliers comply with
our policy standards. Such an approach helps us
provide more innovative event solutions and helps
protect the global and local environment. The cost
savings incurred by adopting such practices are
poured back into the client's event, making budgets
are some of the unique events that you have developed,
organized and managed to perfection?
Some of the events we have managed in the luxury
a) The series of events for Selfridges including the Emporio
Armani campaign unveil when Oxford Street had
to be closed whilst David Beckham unveiled the new campaign
Advert - suspended from this historic building (see photo).
The logistic were very challenging (especially due to
the rules and regulations) as it’s a historic building)
and they had to do all this without rehearsal - so it
required a great deal of planning and split second timing.
b) Guess, Ralph Lauren Pony collection fragrance
launch and the Viktor and Rolf Flower Bomb launch where
they transformed an artists atelier studio;
c) Tag Heur 150th anniversary: Luxury
watch brand Tag Heuer sent a Tesla Roadster on a zero-emission
37,000 mile journey around the world to celebrate their
150th Anniversary. Selfridges London was the penultimate
stop on this global tour (The car park was transformed
into a party venue with silver grey draping, giant chesterfields,
etc. Stirling Moss and Rupert Penry-Jones drove the Tesla
electric sports car through a paper wall to attend the
party, hosted by Formula 1's Jake Humphries. TAG Heuer's
signature green and red colours strobed as the car burst
through the paper wall with rumbling sound effects and
d) Vauxhall Corsa launch: Spectacular
helicopter reveal of the new Corsa in front of Tower Bridge.
The Corsa was then flown along the Thames to be dramatically
delivered to the premiere suspended from a helicopter.
The aerial reveal was introduced by Grammy Award Winner
Sean Paul who then performed a concert to 1000 fans, GM
executives and the press.
e) Olympics (both Jamaica and US House, the contrasting
venues, events and celebs) and the Omega Olympic clock
unveil at Leicester Square.
f) Private events for HNWI’s including the
KP Singh (Chairman of DLF Group), who invited
friends from all over the globe to jet into his home in
The three events on consecutive days were held
in three separate locations around Delhi.
The first event was held at K.P. Singh's own residence
in the centre of Delhi: black tie dinner for 450 VIP guests,
then a Bollywood Birthday Party at DLF Golf Course to
celebrate The 75th birthday of Indira Singh. Bespoke structures
and marquees were designed and built on a purpose built
mound the size of a football pitch to host a spectacular
Bollywood themed party for 1000 guests and then there
was the book launch of K.P. Singh's autobiography Whatever
the Odds: where a crowd of 800 influential and international
guests were greeted by Bengal Lancers as a guard of honor
• Ice & Diamonds Send-Off Ball for Walking
with the Wounded.
Battersea Power Station's Boiler House was transformed
into a winter wonderland .
Zara Phillips joined the team, along with David Bailey,
Rob Brydon, Yasmin Le Bon and Frank Gardner for a polar
dinner and charity auction, followed by surprise live
performances from the legendary Duran Duran and X Factor
star Olly Murs. Raising over £220,000 for British
servicemen and women.
• Glamour Women of the Year Awards:
Glamour magazine appointed Timebased in 2003 to produce
their first ever Glamour Women of the Year Awards. The
event, which celebrates the achievements of high profile
inspirational women, is now in its 10th consecutive year.
year Timebased design and produce the event in Mayfair's
prestigious Berkeley Square Gardens. This year's guest
list included appearances from supermodels Naomi Campbell,
Cara Delevinge and Jordan Dunne, as well as pop sensations
Rita Ora, Kylie Minogue and Jessie J, Joan Collins, Zosia
Mamet of GIRLS and Harry Potter star Daniel Radcliffe,
comedians Rebel Wilson, Miranda Hart and Ronnie Corbett,
Team GB's Gold Medal boxer Nicola Adams and TV darling
Clare Balding, fashion designers Henry Holland, Christopher
Bailey and Mulberry's Emma Hill and and the winner of
the 'Woman of the Decade' award Victoria Beckham.
brain food to stimulate meetings
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