Building an Event that Stands Out: Lessons from IPEM’s CEO Antoine Colson
Building a brand that stands out takes strategy, consistency, and innovation. Few have managed to achieve this as effectively as Antoine Colson, CEO of IPEM. Following the conclusion of IPEM Paris, which you’ll undoubtedly have seen on LinkedIn, we spoke with Antoine to uncover the secrets behind the event’s growing prominence and what brand builders and capital raisers can learn from IPEM’s success.
About Antoine Colson
Antoine Colson joined IPEM in 2017 after connecting with founder Gilles Barissat, who launched the event in 2016. Since then, Antoine has served as CEO and Managing Partner, overseeing the growth and development of IPEM in Cannes, Paris, and globally. Prior to IPEM, Antoine founded several event businesses, including France Attractive, an annual conference and awards program focused on local economic development.
Before transitioning to the events industry, Antoine worked with the French private equity firm Eurazeo and held various positions at Saint-Gobain and Disney. He holds degrees from HEC Paris and Emory Goizueta Business School (2005). Antoine resides in France with his wife and four children.
With IPEM now firmly positioned as a key event in the private markets calendar, here’s what Antoine had to share about how they built an international B2B event brand in the particular sector of PE that resonates, engages, and continues to evolve.
IPEM has grown significantly over the years and is now a key event in the private markets calendar. What do you think has been the most critical factor in building this reputation, especially in terms of branding and positioning?
The most critical factor of IPEM’s stellar success has been our strong and genuine sense of community. From the beginning, the IPEM private equity community has felt like pioneers, and embraced that identity. While IPEM offers a great product and LP/GP experience tailored to the needs of the industry, the key element is that participants (we call them IPEM friends) feel connected to us as the enablers of this community. There's a deep sense of belonging, and they truly value being part of it.
The private markets space is becoming increasingly competitive, especially when it comes to attracting the attention of institutional investors. How has IPEM adapted to ensure that it continues to stand out to both GPs and LPs?
We don’t see ourselves as just a service provider or event organizer like many of our competitors. We are a community—fully integrated into the private markets ecosystem, passionate and deeply invested in our industry. This deep connection allows us to stay attuned to the evolving needs of our members while continuously highlighting the latest trends and addressing industry challenges. By being part of the industry itself, we ensure that we remain relevant and valuable to both GPs and LPs.
Pictured: Opening Reception for #IPEMParis2024 on the Seine
IPEM Paris just wrapped up, and we’ve seen it all over LinkedIn. Can you share how you managed to create such a strong digital presence and engagement around the event? Was this a deliberate strategy?
Again – and sorry to repeat myself: it's all about the community—connecting the right people with the right contacts. For us, social media is a natural extension of that. It allows us to stay close to our community throughout the year, keeping them engaged and informed with the most relevant topics and updates, sometimes with an offbeat tone (like our weekly spins emails). Creating a strong digital presence wasn’t just a deliberate strategy but an organic part of how we operate, leveraging social platforms to foster connections and share valuable information. I’m glad our IPEM friends feel proud of their connections with us and spread the gospel!
Many of our readers are responsible for capital raising and brand building. What key lessons do you think they can learn from IPEM’s success, particularly when it comes to scaling visibility and attracting the right audience?
One key lesson is that fundraising, traditionally, has been mostly an inefficient, painful process—both in terms of process and reaching the right target audience at the right time. However, this is evolving, and the shift is happening by staying closer to the investor community and delivering the right content. Another important aspect is branding. While it wasn’t a priority in the past, the landscape has changed significantly in the last couple of years, particularly with the democratization of private equity (B2C) and its rapid growth. Today, building a strong brand as a GP is essential to standing out in a crowded market.
As the CEO of IPEM, what has been your biggest learning in terms of leadership and innovation in the private markets event space? How do you continue to keep IPEM ahead of the curve?
My biggest learning as CEO has been the importance of staying adaptable and open to change. In such a fast-evolving industry, innovation is key, and that starts with listening closely to the community. It’s essential to continuously assess what the market needs—not just in terms of event logistics, but in terms of content, technology, and engagement. Keeping IPEM ahead of the curve means constantly experimenting and refining our approach, whether it’s through digital engagement, bringing fresh perspectives to the table, or creating new networking formats. Ultimately, leadership in this space is about fostering an environment of collaboration and innovation, while always prioritizing the needs of both GPs and LPs.
Bonus question
Thinking beyond the private markets, what is your all time favorite brand and why?
Harley Davidson. While I’m not a motorbike rider myself, I’ve always admired the brand for its rebellious, outcast, and adventurous spirit. It captures a sense of freedom that resonates deeply with people. Plus, the strong community it has cultivated among passionate bikers is truly inspiring. 😊
About IPEM
The premier relationship broker for global private equity. IPEM’s annual events connect industry leaders, investors, advisors, and service providers worldwide, driving innovation with a dynamic business format and a commitment to social and environmental responsibility. Experience the power of meaningful connections in private markets. Visit IPEM’s Website.
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