An initiative that the European events industry was ready and waiting for. That sums up LiveCom Alliance. Not only does Maarten Schram regularly meet European live communication specialists as managing director of IDEA trade association and formerly director of the Effectgroep events agency, but also in his role as jury member at international award ceremonies. ‘But what I miss is the real connection all year around with these organizations. We share so much professional knowledge and experience that it seems logical to establish an official connection now. And this alliance is the ideal tool to achieve that,’ Schram explains.