December 16th 2021

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13:30 – 13-45

Introduction: Salvatore Sagone, President – ADC Group and Hans Etman, Owner / Moderator – Masters in Moderation

13:45 – 14:15

What New Words?

Since the pandemic many changes have taken place. Virtual product launches, the popularity of hybrid events and more. But what has not changed is the language of events. Organisers and agencies are still using the same words in pitches and to attract attendees in marketing communications. The new stage is also an opportunity to interrogate and recalibrate overused words that have come to mean nothing in a world full of the same noise. Join Dr James Morgan to explore how we can reinvent the language of events in this interactive session.

Presentation: James Morgan, Dean – International Tourism and Hospitality College

14:15 – 15:15

Diversity & Inclusion Panel

Moderator: Hans Etman, Owner / Moderator – Masters in Moderation

Speakers: Ulrike Tondorf, Head of Live & Experience Branding – Bayer, Stefanie Winter, Head of Events – Siemens, Thomas Wieringa, Head of Global Marketing – Damen Yachting and Michelle Euzet, Owner – EUZET CONSULTING.

15:15 – 15:45

When Will We Meet in the Metaverse?

In this interactive session we explore the future of immersive online event experiences. We start with a simple but complete explanation of the metaverse — both what it is today and what it is predicted to become. We consider what this means for events of the future. We explore how virtual, augmented, and mixed reality technologies are breaking down the barriers of how communities engage. And we consider how these technologies may one day be adopted for events of all kinds.

Presentation: Miguel Neves, Editor in chief – Event MB

15:45 – 16:15

50 Shades of Hybrid

In the next few years, we’ll see 50 shades of hybrid events. This movement will unlock huge opportunities. But how do we seize the moment to take a big step forward instead of repeating the same old mistakes? In this session, we will discuss the future of events, share some examples from world-known events and companies and explore tested ways of interaction and engagement both in physical and online meetings.

Interview: Jurai Holub, Chief Meeting Designer – Slido

16:15 – 16:45

How Improving Home Studios Can Improve Our Events

Online events and remote presentations aren’t going away. They’ve proven themselves an effective tool for meeting and event planners, opening up their events to larger audiences and higher-caliber remote presenters due to the reduced costs in travel and time out of the office, and making them more accessible to those who might be unable to attend otherwise. And yet, so many months after we all went into lockdown, we still see people (who really should know better) presenting from their echoey high-ceiling kitchen with an up-the-nose laptop camera and audio. What can we do to help our presenters look and sound better? How do we make those presentations more engaging, and combat “Zoom Fatigue”? How do we get them to listen to us when faced with the Six Most Dangerous Words in event production right now? Tune in to find out what those are, and how to combat them. Hint: it starts with us, the event professionals!

Interview: Brandt Krueger, Technical Producer, Consultant, and Educator for the Meetings and Events Industry – Event Technology Consulting

16:45 – 17:15

Interview: Sietse Bakker, Executive Producer – 65th Eurovision Song Contest

13:45 – 14:15

Workshop: Stefan Hoevenaar, Founder – Welkom

14:15 – 14:45

Next Level Marketing: How we will connect brands & people in future

We are currently witnessing a massive transformation of marketing. In this presentation we look at current societal mega trends and developments, both generally and specifically for marketing & communication and look at the impact these have. Taking these findings further, we showcase the new must-have in marketing: Brand Experience Hubs that offer a whole new way of connecting brands and people in a much more engaging, effective, and authentic manner. Brand Experience Hubs provide a home for all touchpoints and create seamless brand experiences – both online and offline, while utilizing the power of data analysis to constantly optimizing both tools and content. This presentation shows both our insights into and the overall benefits of Brand Experience Hubs. These hubs are taking marketing and communication on a whole new level and will forever change how we understand and live communication and marketing in the future.

Presentation: Christopher Werth, Creative Director – VOK DAMS

14:45 – 15:30

POWER TO THE MEETINGS or How can we organise successful events that future generations will be proud of

“Power to the Meetings” is a concept that advocates quality events and greater responsibility towards participants, the environment and ourselves. It is not merely a way of organising events, but a way of life. The concept focuses on having an agile approach to event participants. Since the very beginning, we have been using a combination of various methodologies. Crucial among them is design thinking and scrum, as well as classic project management. By implementing such techniques in practice, we have achieved flexibility and strongly increased the creative side of our events. Within the framework of the workshop, I will delve into the crucial aspects of transitioning towards smart, green and responsible events. The presentation will also present good practice cases we executed during the corona crisis.

Workshops: Gorazd Čad, CEO & Client Hapiness Manager – TOLERANCA MARKETING d.o.o.

15:30 – 16:00

I turned 22 in 2022

We call them “Generation Z” but can we really put people in generation clusters? Now – and after the recent events that rocked 2020 – they are being referred to more as “the pandemic generation”. Who are those”new youngsters” who ‘ll celebrate their 22th birthday in 2022. In this talk, based on recent research and analysis of the most recent working sociologists, I provide a picture of youth in their twenties, and a radioscopy of their lives today. – Can we really put people in generation clusters? – From digital transformation to generational change – What is a horizontal generation and what is “the” generational paradox? – Does your Brand fit with them? To anticipate the future, you have to understand the present.

Presentation: Benoit Vancauwenberghe, Strategy Director – 20something

16:00 – 16:30

What is our post-Covid fixing point? Insights based on the European Industry Survey 2020 and several additional studies

The yearly LiveCom Alliance European Industry Survey captures major trends, challenges and economic impact drivers of the pan-European live communication industry. Maarten will be reviewing the outcome of the 2020 edition; a status quo from June 2021. What is our post-Covid fixing point? Let’s take a look into the near future based on these recent results, data from several additional studies and revealing insights from around the world.

Presentation: Maarten Schram, founder / managing director – LiveCom Alliance

16:30 – 17:00

Stop asking the Wrong Question! The Metaverse is already here..

Metaverse technology and immersive brand experiences.

Presentation: Aragorn Meulendijks, CMO – Beemup