Re-branded EAG360 gears up for 2027 expo with appointment of experienced sales lead

Steve James joins from Trades Exhibitions

EAG360, comprising the co-located CompSocUK, London Gaming Show and Amuse Expo, has strengthened its team with the appointment of experienced sales leader Steve James.

James , who has four decades commercial experience, started his career in 1981 selling classified advertising space on Motorcycle Weekly for Reed Business Information before progressing through print, digital, sponsorship and exhibition stand sales.

Prior to joining the EAG360 team he served as Sales Director for Trades Exhibitions where he oversaw all exhibition sales covering the beauty and aesthetics sectors and was responsible for a six-strong team that generated over £5 million in annual sales revenues. 

Welcoming James to the EAG360 team, Show Director Nicola Lazenby said: “Steve has followed a well-trodden path which started in classified sales and progressed through to Sales Director where he had P&L responsibility for a portfolio comprising digital, sponsorship and exhibition stand sales. 

“He joins EAG360 with a track record for working in pressured environments and delivering across multiple channels and events. He has shown that he can build and maintain long-term business relationships based on understanding client needs and delivering ROI. He will be a key member of the team as we continue to grow what is the leading business event serving the broadly-based smile economy.”

The rebrand to EAG360, which was unveiled July 1 has seen the deployment of a cleaner more contemporary typeface, a defined brand hierarchy, nuanced event titles, and the adoption of ‘The Smile Economy’ as a consistent tagline. It gives EAG360 a strong platform for future growth, enabling us to expand through co-located events while also introducing new zones that enhance the existing show experience.

Explaining the purpose of the rebrand, which is the first undertaken since EAG emerged from ATEI, Show Chairman Nick Harding said:  “The strategic objectives were to address both the here and now but just as importantly to be ‘fit for the future.’ Establishing a set of clear design rules means that we can seamlessly add new co-located event brands to sit alongside CompSocUK, London Gaming Show and Amuse Expo, in the process adding to our stakeholder communities and enhancing the overall show experience.”

“EAG360 sets the tone for the year ahead and I am excited to be able to harness the power of the re-energised and integrated brands to meet the business needs of the sectors that we serve.”

The first in-person representation of the EAG360 rebrand will be seen at the 2027 edition of the event taking place January 12 to 14 at Excel London.