Shaping the future of events
Lee-Anne Caldwell on leading emc3 through growth and change
Less than a year into her time at emc3, managing director Lee-Anne Caldwell is steering the agency through a significant period of evolution - balancing rapid growth, cultural integrity, and political uncertainty.
Her journey into the role was carefully planned, beginning as head of client experience in October 2024 before transitioning into MD in April. That runway, she says, was essential.
“It was smart, the way they brought me in,” Caldwell shares. “I had time to really get to know the business, the team, and the culture from the ground up. If I’d jumped in straight as MD, it wouldn’t have had the same impact.”
Having previously held senior roles at agencies including Ashfield and Zibrant, Lee-Anne brings a wealth of experience across pharma, healthcare, and corporate events. Her transition to emc3 was a deliberate pivot back to agency life after years in increasingly corporate environments.
“I remember telling my husband two years ago that I wanted to go back to a smaller agency, somewhere I could add real value,” she says. “When the opportunity at emc3 came up, it was perfect. A strong agency with great culture and huge potential.”
That culture, she emphasises, is no cliché.
“Every agency claims it’s about the people, but at emc3, it truly is. There’s a people-first ethos that runs through everything we do.”
As MD, Caldwell sees herself as a steward of that culture - ensuring it scales alongside the agency’s rapid growth. In recent months, emc3 has welcomed around 10 new team members, including several senior hires, a notable increase for an agency of its size.
Lee-Anne Caldwell, emc3 MD
Lee-Anne Caldwell, emc3 MD
Setting the stage for growth
Behind the scenes, Caldwell and CEO Alistair Graham have been laying the groundwork for what’s next.
“The agency has been very successful, and Alistair was looking for external expertise to help shape the next phase. That’s where I come in,” she explains. “We're entering a new chapter, one focused on scaling with intention, broadening our offering, and expanding our global reach, with some strategic acquisitions already in the pipeline.”
Much of that next phase is international. With 80 per cent of the agency’s business now coming from US-based clients, emc3 is doubling down on its global presence. Chief strategy officer Dan Curtis relocated to the US full-time in 2023 to lead on-the-ground operations.
“We’re operating as a truly global agency now,” says Caldwell. “And we’re making sure we’re structured to grow alongside our clients.”
Navigating uncertainty
Of course, global expansion comes with its share of challenges. The current political and economic climate in the US, particularly around tariffs, has created some ripples.
“There were a couple of moments where, like many, we thought, ‘What’s going on here?’” she admits. “But a lot of our clients, particularly in tech and fintech, have diversified their supply chains post-Covid. So, the impact hasn’t been as severe as we initially feared.”
The agency’s roots in tech, serving clients like HP and Google, continue to be its backbone. But emc3 is also expanding into sectors such as pharma, which aligns closely with Caldwell’s background.
“I’ve got over 20 years in pharma, and quite a few team members do too. So, that’s a space we’re actively growing into,” she says.
Strategy first, always
Whether it’s a high-touch C-suite gathering or a 4,000-person event like HP Amplify in Nashville, emc3 brings a strategy-first approach to everything it does.
“We start with strategy and alignment,” Caldwell explains. “Then we move into creative and production. Some clients may start small, wanting support with logistics, but once they see our impact, most scale up to full-service support and become long-term partners.”
This holistic model is helping the agency grow sustainably, now at just under 60 full-time employees with a clear three-year plan in place.
“It’s not about being the biggest agency,” she says. “It’s about being the best fit for our clients, and offering career paths for our people.”
In an industry often accused of greenwashing, emc3 is putting its values front and centre. Its B Corp certification and in-house sustainability consultancy, From Now, help clients meet environmental and social impact goals.
“Sustainability isn’t a bolt-on for us, it’s baked into everything we do,” says Caldwell. “We even won a Campaign Experience Award recently for our work in this area.”
Even when clients aren’t specifically asking for sustainable solutions, emc3 delivers them by default.
Trends and challenges ahead
Looking ahead, Caldwell sees several key trends shaping the industry. First, increased geopolitical instability is pushing some US clients to shift their events to Europe, a move that plays well into emc3’s capabilities.
Second, procurement departments are becoming more central to agency selection, bringing with them heightened scrutiny on diversity, financial stability, and compliance.
“That’s something I’m used to from the pharma world,” she notes. “And we’re prepared for it.”
To support this shift, emc3 is launching a new measurement platform designed to demonstrate ROI and streamline procurement evaluations.
“It’s about showing our value clearly; financially, strategically, and culturally,” she says. “We’re not just delivering experiences, we’re giving event and marketing professionals the tools and insights they need to prove their impact, demonstrate ROI, and secure future investment. When you can connect creativity to measurable results, that’s when the real influence happens.”
For Caldwell, leadership at emc3 is about more than business results.
“We’re committed to growing sustainably. It’s not growth at all costs. It’s people, planet, and profit - in that order.”
With strong foundations, a global outlook, and a people-first mission, emc3 under Lee-Anne Caldwell is poised not just to grow, but to lead by example.
