MARIE GRIEVE: AEC Q&A Spotlight
Welcome Back, AEC Enthusiasts! ????
?? In this fourth instalment of our bi-monthly FIXEDD AEC Newsletter, we’re excited to continue spotlighting the voices shaping our industry. Today, we have the pleasure of speaking with Marie Grieve, a leading marketing strategist and Global Vice Chair of Women in BIM. As Founder and Managing Director of Costello Palmer Communications, Marie has been instrumental in driving digital brand strategies and high-performance marketing for the AEC sector.
Following Marie's feature, we also bring you some of the top AEC stories shaping the industry today.
Marie Grieve is a seasoned marketing strategist with 20 years of experience in marketing and business development. In 2015, she founded Costello Palmer Communications, an international marketing and communications consultancy specialising in digital content and high-performance strategic delivery for a global client base.
Having worked across both public and private sectors, including local and central governments, Marie is recognised for her expertise in crafting compelling marketing strategies. Her approach blends insight-led thinking with a deep understanding of how the digital agenda shapes brands and decision-making. Known for delivering impactful creativity—whether through content, imagery, or persuasion—she consistently drives measurable success for her clients.
Marie is a sought-after speaker, regularly presenting on international stages on topics such as digital brand strategies and content-led marketing. She has collaborated with a diverse range of leading businesses and organisations within the AEC industry, including architecture, manufacturing, engineering, and digital construction. Her work extends to international membership bodies such as the BIMe Initiative, Women in BIM (WIB), the Royal Institute of British Architects (RIBA), the American Institute of Architects (AIA), nima, and buildingSMART International.
As Global Vice Chair of Women in BIM (WIB), Marie plays a key role in advancing diversity in the industry. She is also a mentor for WIB and London & Partners, and contributes to the City of London Corporation’s Skills for a Sustainable Skyline Taskforce.
Let’s explore Marie's thoughts as we ask her our six core questions in this AEC Spotlight feature.
A: The threat to social infrastructure is evident today. Just as disparities exist in physical infrastructure, the availability, affordability, and accessibility of social infrastructure are often overlooked.
The relentless drive to build bigger and better to outpace competitors is eroding our social environment. If construction continues at its current pace, the impact on humanity will be severe—the decline of the high street is just one example.
People are at the heart of our communities, and our built environment should support quality of life, physical and mental well-being, not just housing and workspaces.
Major concerns across the AEC sector include skills and labour shortages, rising material costs, increasing carbon emissions, and the growing influence of AI. However, at the core, it all comes down to the need for creating safer, long-term environments in which to live and learn.
2. Q: How has BIM evolved during your career, and what future advancements are you most excited about?
The BIM we know today has evolved significantly from its early days in the UK Government Construction Strategy of 2011. Over time, it has transitioned from a modelling tool to a comprehensive approach to managing data across the building lifecycle.
Being the Global Vice Chair for Women in BIM affords me a front-row seat to what is happening in the AEC sector’s digital ecosystem. What I am seeing, along with predictions for the future, is most certainly exciting.
The shift from Building Information Modelling to Building Information Management is the most pronounced change, serving as a catalyst for achieving better whole-life outcomes.
3. Q: Which technology (e.g., AI, VR, IoT, drones) has most transformed AEC workflows, and why?
A: The AEC sector’s digital landscape no longer lags behind other industries in technological innovation. With the continual development of sustainable construction practices and the introduction of tools such as BIM, IoT, Digital Twins, and AI, we are enabling smarter and more efficient ways of working.
However, despite these advancements, the AEC sector is not moving fast enough towards addressing sustainability goals. The industry is off course for meeting decarbonisation and net zero targets by 2030.
While large corporations drive much of the technological innovation, more investment and financial commitment are needed to encourage mid-sized and smaller organisations to take leading roles in sustainable transformation.
4. Q: Sustainability and green building practices are becoming a major focus. How do you see these trends influencing the industry in the coming years?
A: The rise of climate-conscious building materials and emerging technologies excites me. We are witnessing a massive shift in mindset regarding the production and use of materials that combat the climate crisis.
Technology is enabling climate-friendly solutions—not just in the design phase but also in the development of new materials that enhance energy efficiency. These solutions are being applied to both retrofit and new builds.
Sustainability comes in many forms, but for me, again, the key focus is reducing the carbon footprint of buildings through renewable, recyclable, and environmentally positive materials.
5. Q: How do you think collaboration within the AEC sector can be improved to enhance project outcomes?
A: Collaboration is a term that is frequently used but rarely executed correctly. True collaboration means everyone involved in a project shares the same vision and works together toward a unified goal.
The introduction of BIM was meant to be the foundation for greater collaboration through better technology integration. While progress has been made, there is still a long way to go.
A cultural shift is needed—one where collaboration is driven by social and environmental outcomes rather than profit.
6. Q: How can the AEC industry support diversity, equity, and inclusion, especially for women and underrepresented groups?
A: The key is hiring based on merit, skills, intellect, and ability to deliver results—regardless of gender, ethnicity, or background.
Inequality exists because of stereotyping. If we remove judgement, prejudice, and misconceptions, we can focus on selecting the best person for the job based solely on their suitability and skill set.
Personal Perspective
7. Q: What inspired you to pursue a career in the AEC industry, and how has your journey evolved?
A: I have always had an interest in architecture and the creative process of combining vision, artisanship, and technology to produce aesthetically wondrous buildings. There is a romanticism in architecture that draws me in.
When I was at school, I undertook a work experience placement at Arup and was immediately captivated by the world of architecture—I think this stems from a childhood spent visiting just about every castle and stately home in the UK!
However, while I have a creative-thinking brain, I soon realised that becoming an architect wasn’t for me, given that I can’t draw and am not particularly skilled in geometry or physics!
I decided to use my creative skills in a more marketing-focused career. The analytical side of me provided the perfect combination for project management and performance improvement.
Fast forward a few years, and after having my daughter, I returned to work for a manufacturer in the oil and gas industry. This led to a fantastic role at the Royal Institute of British Architects (RIBA), where I became fascinated with the link between architects and construction product manufacturers. This was my introduction to BIM, and I never looked back.
Now, in my tenth year of running Costello Palmer Communications, I am an avid storyteller of how digital technology has transformed the AEC industry and is shaping the future of not only architecture but the entire design and build process.
8. Q: Can you share a memorable project or accomplishment that had a significant impact on your career?
A: I would say pretty much all of them!
9. Q: What qualities do you think are essential for effective leadership in the AEC industry?
A: Listening is a skill that should never be overlooked. When we hire or engage with people, we select them for their skill set, knowledge, and ability to make things happen. It is essential to step back and practice active listening.
Listening in this way requires presence, patience, and practice. However, it demonstrates your interest in others’ views, helps you gain their trust, and enables you to develop a deeper understanding of your team—their areas of expertise and their recommendations for better outcomes.
The Human Element
10. Q: Can you share a moment of panic or failure from your early career and what you learned from it?
Starting with the end—don’t take everything so seriously! There have been several moments of panic, followed by the realisation that the roof isn’t going to cave in (metaphorically speaking).
I have been running events for 20 years, and despite the best-laid plans, something will always happen that you’re not happy with or didn’t expect. I have learned that people can’t actually read your mind—clear communication is essential.
For me, events are intended to be experiences that attendees not only enjoy but leave inspired to take action on what they have seen, heard, and learned. If something does not go to plan, it’s usually only me who knows this. So, it’s best to take a deep breath and not take everything so seriously.
Final Thoughts
11. Q: What advice would you give to emerging professionals in the AEC field who are eager to make their mark?
A: With every new generation comes a different way of thinking. The young people considering their futures within the AEC sector today are far more open and transparent about what they want than generations before them. I don’t just mean what they want for their own professional development but their demands on the industry to make better decisions, particularly regarding climate change.
There are also fewer barriers to normality—fewer barriers to fitting into a certain framework. Young people can direct their own career paths, create their own roles, and write their own job descriptions. They no longer need to conform to stereotypical job titles. There is more freedom, flexibility, and room for creativity today than ever before.
My advice—although that’s a presumptuous word—is to embrace your creative thoughts, explore innovative ideas, and mould your world into a shape that fits you.
12. Q: Is there anything else you'd like to share about your work, your journey, or your vision for the future of AEC?
A: I think I’ve covered a lot of what drives me and my vision throughout this conversation. Ultimately, though, it’s about continuing to push boundaries and make a meaningful impact in the AEC industry.
We extend our sincere gratitude to Marie Grieve for generously sharing her invaluable insights in this edition of our Q&A series. Her extensive experience and dedication to advancing the AEC industry are truly inspiring! We are immensely proud to have had the opportunity to interview her.
To explore more about Marie and her work, check out the following links:
Top AEC News Stories
As the world of Architecture, Engineering, and Construction continues to evolve at an impressive pace, staying informed is key. In this section, we bring you the latest headlines from FIXEDD—highlighting the groundbreaking developments, innovative projects, and key industry shifts that are making waves in AEC today. Get ready to explore some of the stories that are setting the stage for tomorrow’s built environment!
(Economic Crisis) Critical insight into financial instability across the sector, signaling risks for contractors and suppliers.
(Market Downturn) Highlights shrinking investment and economic uncertainty, vital for strategic planning.
(Tech Infrastructure) Massive global connectivity project with implications for AI-driven construction and manufacturing.
(Energy Transition) Key renewable energy infrastructure supporting the UK’s net-zero goals.
(Sustainability Milestone) Demonstrates actionable progress in carbon-neutral
(Innovation/Sustainability) EC-funded research merging AI and circular economy practices.
(Labor Market Insight) Essential for addressing skills gaps and workforce development strategies.
(BIM/Tech Innovation) Signals growing investment in AI for construction project management.
(IoT Security) Addresses rising cyber threats to smart construction and manufacturing systems.
(Policy Advocacy) Industry push for long-term infrastructure planning and funding stability.
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"Marvels of Modern Construction: Celebrating Iconic Structures"
From ancient wonders to contemporary breakthroughs, the built environment is a testament to human ingenuity and ambition. This month, we continue our "Structures of the Month" feature, highlighting ten extraordinary feats of engineering, architecture, and construction. These iconic landmarks not only inspire awe but also push the boundaries of what's possible in design and innovation.
Let’s celebrate the visionaries and builders behind these global marvels!
4. Reims Cathedral, FRANCE
Notre-Dame de Reims, known in English as Reims Cathedral, is a Roman Catholic cathedral in the French city of the same name, the archiepiscopal see of the Archdiocese of Reims. The cathedral was dedicated to the Virgin Mary and was the traditional location for the coronation of the kings of France.
AEC Quick Quiz: Innovation in Construction
As we wrap up this month's final newsletter, it's time for a little fun with our AEC Quick Quiz! ??
Test your knowledge on the latest advancements and trends that are shaping the future of the AEC industry. Whether you're a seasoned pro or just starting to explore the exciting world of construction, this quiz will challenge your understanding and keep you on your toes. Ready to put your expertise to the test? Let’s dive in! ??
Quiz Question: Question:?Why do some organisations still use BIM levels?
A) Simplify communication ??
B) Legacy projects & contracts ??
C) Slow adoption of ISO 19650 ??
D) All of the above ????♀?
ANSWER at the bottom of the page ????
Thanks for reading!
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ANSWER: D) All of the above ????
Overview: While EN ISO 19650 has shifted the focus away from the rigid "BIM levels" framework, the levels (0, 1, 2, 3) are still used informally to describe the maturity of BIM adoption. However, the industry is increasingly moving towards the principles of EN ISO 19650, which emphasize information management, collaboration, and lifecycle processes rather than predefined levels.
If you're encountering professionals who insist that BIM levels are obsolete, they are likely advocating for the adoption of EN ISO 19650's more modern and flexible approach. On the other hand, those who still use BIM levels may be doing so for simplicity or because they are working within legacy frameworks. Both perspectives have merit, but the trend is clearly towards the EN ISO 19650 standards.
Scaling BIM Businesses with LinkedIn & building elite Brands | BIM Manager at WSP | Partner of Prof. Philip Kotler - Leading EOMM Edition for 6 countries | International Keynote Speaker
1 个月Innovation isn’t so much about new tools It’s about how we use them. ??? Nice article!