The software, which is a module of parent group St Ives' DNA platform can manage physical and digital assets ranging from artwork through promotional print and marketing collateral to a complete exhibition stand.

"For large customers with multiple events it can save significant sums of money and administration overhead," said marketing director Rob Kelly.

Kelly added that as far as he was aware it was unique in the events sector. The system grew out of software initially developed by Service Graphic Events in Kent, and has taken £400,000 to develop over the past five years.

The system enables Service Graphics to co-ordinate working with external suppliers to provide its clients with a single-source solution. Examples include integrating metal fabrication and modular systems beyond its in-house capabilities.

Depending on customer needs and the size of the contract, asset management can be supplied within the cost of the deal or as a separate paid-for service. Some customers are also using the system to manage their own resources.