by Charlie Spargo Communications and events company Sundae Communications, which specialises in entertainment and culture, was forced to rapidly adapt due to the impact of COVID-19 on the sector. Fiona McGarva, its MD, explores the steps it was necessary for Sundae to take to survive and succeed, and be able to look optimistically to the future.
What a difference a year has made. How can it have been a year? Time is currently choosing to simultaneously pass incredibly quickly and very slowly, without any thought to how difficult we may find that to comprehend. On day one of the first UK lockdown, it felt apocalyptic - but as we tried to come to terms with it, and all the restrictions it entailed, I’m not sure anyone expected it to be so expansively long.