EMS 2024 Program

EXPERIMENTAL MARKETING SUMMIT 2024

CONFERENCE PROGRAM THE #1 CONFERENCE FOR CREATORS OF THE BRAND EXPERIENCE! For more information visist www.ems2024.com or scan

Table of Contents Welcome to EMS 2024!

2

Advisory Board

3

Speakers

4-6

Sponsors and Exhibitors

7-9

Agenda: Tuesday, April 24

10

Agenda: Wednesday, April 25

10-12

Agenda: Thursday, April 26

12-14

Thank you!

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At the Experiential Marketing Summit you can expect to: -Generate leads with highly-engaged prospects -Fill your pipeline with brand-new buyers -Reinforce relationships with high-value clients, partners and prospects and cultivate new ones -Defend your market position and demonstrate your leadership

WHO ATTENDS EMS

WHAT YOU'LL LEARN

WHO YOU'LL LEARN FROM

In a constantly changing

EMS is the ultimate three-day

Only at EMS, the brands you

business landscape nothing

conversation. How will the

know, love and respect are

beats the power of experien-

industry thrive in the months

your teachers and mentors.

tial marketing. The Experien-

ahead? What are the worlds

From traditional breakout

tial Marketing Summit has

leading brands planning for this sessions to Q&As, to deep-dive

become the event industry

year and beyond? How will

workshops, to power panels

mega-show for b-to-b and

brand experiences change and

and keynotes you will get

b-to-c brand-side marketers,

adapt to our new reality? If

senior-level perspectives on the

executives from leading

experiential marketers are

current experiential marketing

event agencies, meeting

talking about it, we are talking

landscape and what is to come

planners, trade show orga-

about it. Everything is on the

next. The Summit delivers the

nizers, event strategists,

table at the Experiential Market- most mission-critical trends, best

experience designers, event

ing Summit and you canÕ t afford practices and how-tos avail-

technology gurus and more.

to miss it.

able.

2

Advisory Board

3

Speakers JESSICA CARLSON Director, Experiential Marketing & Brand Partnerships at SHIPT

ELLEN CHAN Founder and CEO of TRADEMARK

ANDREA CHRISTOPHERSON VP at SEARCHWIDE GLOBAL

RYAN COAN Founder and CEO of CREATIVE RIFF

With an 18-year track record as an Experiential Marketing & Brand Partnerships expert, Jessica Carlson excels in crafting brand experiences that enhance favorability and cultural relevance. Having worked across agency, big-brand & start-up, Jess is a champion for what experiential can uniquely bring to a campaign or cultural moment, and believes that experiential is table stakes for driving relevance, connecting with consumers and tapping into culture. As we navigate a pivotal shift in how consumers experience brands and marketing, Jess believes the future of marketing sits at the intersection of experiential, social, content and partnerships.

professional passion is supporting clients on their biggest day, whether it is a fundraising gala, user conferences or internal celebrations. Her production acumen and proven instinct help her lead clients and the Trademark team to create experiences that inspire action. Elle directs the entire Trademark creative process, helping clients discover new ways to deliver their messages and brand values with maximum impact. She understands the alchemy of story, performance and production, and applies it to help attendees relate to and internalize a brand, its values and its products.

Andrea specializes in executive search for C-Level and Director Level professionals as well as business development in the experiential event marketing segment along with the tradeshow and convention industries. Andrea brings experience in leading content, marketing, and customer experience for a leading SaaS-based learning software company dedicated to transforming education and professional development, leading revenue-generating training programs and experiential event initiatives for Omni Hotels & Resorts, and in national sales for convention hotels and recruitment for a global hotel brand.

Ryan Coan leads the Creative Riff team to design and produce successful, award-winning programs that engage audiences with innovative activations. He founded Creative Riff based on his passion for creating brand moments that consumers choose to engage with. Ryan has cultivated long-lasting relationships with entertainment and media brands, putting client and creative first.

4

Speakers Azra Daniels is the Director of Global Events at Figma, the platform where teams brainstorm, design and build digital products. Over the past five

AZRA DANIELS Director, Global Events at FIGMA

modest gathering to a momentous event with thousands of in-person and virtual attendees worldwide. Prior to Figma, Azra held marketing and events positions at Dropbox and Intercom.

Melinda Johnson is a senior marketing and strategy executive with more than 15 years of building strong consumer brands and a passion for serving the needs of diverse, multicultural consumers and under-served populations. As a catalyst for growth and purpose-driven leadership, Melinda has brought her expertise in the beauty and personal care space to comMELINDA V. JOHNSON Senior Brand Director at HENKEL

recently Henkel Consumer Brands. Currently, Melinda is a Sr. Brand Director at Henkel leading go-to-market strategy, integrated marketing communications and P&L management for the gš t2b styling & color brand in North America.

As a strategic leader across a number of agencies, Dax Callner has 24 years of experience developing marketing programs for some of the

DAX CALLNER President at EMMC

VICTORIA SCHMIDT Manager, Brand Partnerships at CADILLAC

His work has included the development of multi-channel marketing campaigns, digital strategies, street-marketing initiatives, business and consumer events. Most recently Dax served for five years as Strategy Director and Marketing Lead at The Smyle Group. Dax founded the non-profit Experiential Marketing Measurement Coalition (EMMC) in 2017 and currently serves as its Board President.

Victoria Schmidt the Manager of Brand Partnerships and Experiences for Cadillac. With more than a decade of automotive marketing experience, Victoria in her current role is principally focused on transforming consumer opinion, consideration and developing unique experiences for the iconic, nearly 122-year-old, American brand. With an aptitude in Experiential Marketing, Victoria works to develop new relationships through lasting partnerships and memorable experiences for consumers and partners.

5

Speakers AJA BRADLEY KEMP Founder at CONVERSAT COLLECTIVE

Aja Bradley Kemp is the Founder and CEO of Conversate Collective, a brand experience agency that specializes in delivering inclusive live events targeting women. During her career, Aja has sent Richard Branson flying through the rafters of his then Times Square store to promote a mobile phone plan, raised money and awareness for education and HIV/AIDS initiatives, as well as introduced technology that changed the way we shop for and track our favorite products. A natural connector, she loves bringing people together and her leadership journey is fueled by a commitment to championing diversity, inclusivity, innovation and community-building.

Jiri Bures is an Executive Creative Director with more than 25 years of experience in multi-channel communications, digital, broadcast and brand experience. At Imagination, Jiri oversees the creative and strategy departments of the New York office. Additionally, he serves as the global creative director for the Major League Baseball and Visa accounts. Jiri is also a

JIRI BURNES Executive Creative Director at IMAGINATION

leadership team at Imagination Americas, Jiri was Executive Creative Direcresponsible for creative output across the region.

Fredrik Carlegren is a marketing enthusiast with a knack for communicating how innovation empowers retailers to serve their communities by enabling

FREDRIK CARLEGREN VP, Marketing at TOSHIBA

GINA SHALAVI Head of Programs & Events at YOUTUBE

product and channel marketing, corporate marketing, events, enablement, education and communications efforts. With over 20 years of experience, Fredrik offers a unique perspective in a cross-cultural, global context. His supporting diversity, equity and inclusion inside and outside the workplace.

Gina Shalavi is a seasoned and value-driven marketing leader at YouTube, having been with Google since 2013. Her expertise led her to YouTube Ads Marketing, where she served as the Head of Consumer Insights & scape. Gina most recently transitioned to a leadership role in Creator Marketing, where she spearheads Top Creator Programs. In this capacity, content creators.

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Sponsors & Exhibitors PARTNER

PLATINUM

ELITE

PREM IER

7

Sponsors & Exhibitors PATRON

8

Sponsors & Exhibitors SPONSOR

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AGENDA Tuesday, April 24 12:00 pm - 1:30 pm Agency forum luncheon 1:00 pm - 4:00 pm The moth storytelling workshop 1:15 pm - 4:00 pm Data and measurement workshop 4:30 pm - 6:00 pm Opening reception 6:30 pm - 9:00 pm. Ex awards gala and hall of fame induction

Wednesday, April 25 6:45 am - 7:30 am 5k fun run 7:15 am - 7:45 am Poolside guided meditation 8:00 am - 8:30 am Family-style breakfast, music and trivia 8:30 am - 9:15 am Keynote: next-gen customer experiences 9:15 am - 9:45 am Keynote: cultivating the energy exchange 9:45 am - 10:45 am Coffee break 10:00 am - 10:45 am Expert studio

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AGENDA

Wednesday, April 25 10:45 am - 11:55 am Hall of fame panel: bold ideas and career building 10:45 am - 11:15 am Beyond the kpi: how to derive meaningful intelligence from your data 10:45 am - 11:15 am Bringing web3 to the real world with nft brand doodles and shopify 10:45 am - 11:15 am Designing employee experiences that create an emotional roi 11:25 am - 12:35 pm Whiteboard session at the clubhouse featuring event sustainabilty 11:25 am - 11:55 am What it means to create a commercially integrated brand experience 11:25 am - 11:55 am Experiences that transform employees into loyal brand advocates 11:25 am - 11:55 am How to leverage and market immersive learning with meta 12:05 pm - 12:35 pm Extraordinary event content for extraordinary events 12:05 pm - 12:35 pm Designing events for success: insights to event kpis & engagement behaviors 12:05 pm - 12:35 pm CMO perspective: meeting your audiences where they are 12:40 pm - 2:00 pm Networking lunch in the hall of ideas 12:45 pm - 1:45 pm Design lab: a lunch & learn focused on creativity and innovation 1:00 pm - 1:40 pm Expert studio 1:05 pm - 1:15 pm Expert studio: level-up your virtual events & webinars with BlueJeans 2:00 pm - 2:30 pm Beyond the room: the four phases of community 2:00 pm - 3:10 pm Fireside chat: the best ideas from the 2023 ex awards 2:00 pm - 2:30 pm Workstreams of the future: building agile enterprise events

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AGENDA

Wednesday, April 25 2:00 pm - 3:10 pm Whiteboard session at the clubhouse on establishing attendee connections 2:00 pm - 3:10 pm Agency forum panel: the future of the agency 2:40 pm - 3:10 pm Do your events speak omni? Why you need stories in the phygital era 2:40 pm - 3:10 pm How to upgrade your event program with simple, yet modern, refreshes 3:15 pm - 3:45 pm Coffee break 3:45 pm - 4:55 pm Whiteboard session at the clubhouse on strategy, budgets and career growth 3:45 pm - 4:15 pm Small budgets do not have to mean small impact 3:45 pm - 4:55 pm The 2023 b-to-b dream team panel 3:45 pm - 4:15 pm Panel: capitalizing on the evolution of events 3:45 pm - 4:15 pm Inside Activision blockbuster Call of Duty launch event 4:25 pm - 4:55 pm Data and gamification tools to personalize experiences at scale 4:25 pm - 4:55 pm Panel: how events are a driving force in the marketing landscape 5:00 pm - 6:45 pm Happy hour 7:00 pm - 10:00 pm Women in events ladies night: for brand-side marketers 7:15 pm - 9:00 pm The EMS networking dinner

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AGENDA 6:45 am - 7:30 am 5k fun run 7:45 am - 8:15 am Poolside guided meditation 8:30 am - 9:15 am Family-style breakfast, music and trivia 9:00 am - 10:15 am Keynote: the 2023 outlook on the role of events 10:15 am - 10:45 am Coffee break 10:20 am - 10:45 am Expert studio 10:45 am - 11:15 am How USAAs data-driven activations speak to every fan 10:45 am - 11:15 am Navigating shortened event planning timelines like a pro 10:45 am - 11:15 am Best practices for launching an inaugural event with confidence 11:25 am - 11:55 am How to adapt to smaller budgets and supply chain challenges 11:25 am - 12:35 pm Whiteboard session at the clubhouse featuring event technology 11:25 am - 11:55 am Cultivating community: inside the YouTube drive-thru experience 11:25 am - 11:55 am From whiteboard to strategic plan: getting your event strategy on paper 12:05 pm - 12:35 pm Designing the business-to-influencer model: immersive gifting 12:05 pm - 12:35 pm A new starting point to experiential design and planning 12:05 pm - 12:35 pm Fireside chat: the new client+agency relationship 12:40 pm - 1:45 pm Networking lunch in the hall of ideas 1:00 pm - 1:10 pm Expert studio

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AGENDA 2:00 pm - 3:10 pm Whiteboard session at the clubhouse on establishing attendee connections 2:00 pm - 3:10 pm Agency forum panel: the future of the agency 2:40 pm - 3:10 pm Do your events speak omni? Why you need stories in the phygital era 2:40 pm - 3:10 pm How to upgrade your event program with simple, yet modern, refreshes 3:15 pm - 3:45 pm Coffee break 3:45 pm - 4:55 pm Whiteboard session at the clubhouse on strategy, budgets and career growth 3:45 pm - 4:15 pm Small budgets do not have to mean small impact 3:45 pm - 4:55 pm The 2023 b-to-b dream team panel 3:45 pm - 4:15 pm Panel: capitalizing on the evolution of events 3:45 pm - 4:15 pm Inside Activision blockbuster Call of Duty launch event 4:25 pm - 4:55 pm Data and gamification tools to personalize experiences at scale 4:25 pm - 4:55 pm Panel: how events are a driving force in the marketing landscape 5:00 pm - 6:45 pm Happy hour 7:00 pm - 10:00 pm Women in events ladies night: for brand-side marketers 7:15 pm - 9:00 pm The EMS networking dinner

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We hope the 2024 Experiential Marketing Summit lives up to its name and has been an educational, fruitful, and fun experience!

If your business is interested in becoming a sponsor or exhibitor in our 2025 Summit please visit www.ems2025.com/sponsor. and if you have any questions contact

Jon McLoughlin Director, Event Sales jmcloughlin@accessintel.com.