Business guru John McWilliams will be the keynote speaker at a business conference with a difference to be held at the Brighton Centre on October 10.

Sussex in the City is the brainchild of businesswoman Diana Cella, who was disappointed at the standard of many business conferences held in the city.

She said: "This is a very exciting project. We are creating an event that will leave visitors highly motivated.

"I want to provide an environment conducive to networking in which for people to take advantage of the resources and contacts available in their region."

Mr McWilliams is in demand for his views on innovation and motivating people. He was group vice-chairman of communications agency Arcom, which he left to set up creative consultancy JoJo.

He also writes scripts for a variety of performers, including Jonathan Ross and Mark Lamar and major industrial and political figures.

He is a winner of a number of national and international advertising awards, including accolades at the New York Festival.

On the podium will be Dick Knight, chairman of Brighton and Hove Albion, Caraline Brown, managing director of Midnight Communications, and Emily Aitken, executive director of Wired Sussex.

Mrs Cella said: "We have a great programme of interactive workshops designed to provide really practical advice and information on key business issues.

"There is sector called Fit for Business, providing visitors with an opportunity to think about their lifestyles, which is pertinent when you think that more than 52 million working days are lost each year due to work-related stress and sickness."

Mrs Cella, managing director of internet design company Wise Monkeys, said she had been frustrated by the standard of many business events She said: "Networking is an important part of our activity and the Sussex in the City event will provide a great opportunity to make new contacts and communicate with others in business who are equally enthusiastic and motivated.

"It was clear there was a demand for an entertaining business conference and exhibition in Sussex.

"My aim is to create a day which is lively, inspiring and informative with a mixture of speakers, presentations, workshops and a business exhibition."

Details of Sussex in the City are available on www.sussexinthecity.co.uk or from Mrs Cella on 01273 234666.