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Tuesday | May 14

8:30 AM – 10:30 AM
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ADD-ON EXPERIENCE: MORNING TOUR OF THE ZAPPOS HQ EXPERIENCE

Come get a taste of the Zappos brand experience at the company’s corporate campus! Join a guided tour with fellow EMS attendees that brings to life the story of the Zappos brand, culture and campus. Additional $75 fee includes transportation to/from Caesars. Pre-registration required. No walk-ups will be accepted.
9:30 AM – 12:15 PM
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ADD-ON EXPERIENCE: TOP GOLF

It’s been called ‘the breath of fresh air’ the game of golf has needed… and we’re taking over six bays at this high-tech driving range experience. Come join fellow EMS attendees for some swings, and most importantly, to just have fun. Includes transportation to and from Topgolf from Caesars. Cost: $100. Limited space is available. Pre-registration required. No walk-ups will be accepted. Shuttles will depart Caesars at 9:30am from the entrance by the Colosseum (near the Planet Hollywood Restaurant, located between the Colosseum and the Forum Shops.)
9:30 AM – 11:00 AM
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ADD-ON EXPERIENCE: AXE THROWING EXCURSION

Axe throwing isn’t just for lumberjacks. Come network with your peers as you learn to throw axes—yes, we said axes. You’ll have a great time competing against other EMS attendees–both men and women–at Las Vegas’ premier indoor axe throwing venue, Axe Monkeys. Additional $75 fee includes transportation to/from Caesars. Pre-registration required. No walk-ups will be accepted.
11:30 AM – 5:30 PM
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EMS EXECUTIVE FORUM ON EVENT STRATEGY

Our pre-conference Executive Forum will bring together the industry’s most innovative brand marketers. You’ll discuss today’s most pressing issues with the brightest marketing minds, trendsetters, and decision makers. The Executive Forum is designed to advance the way organizations approach, develop and execute event strategies.

Open to brand-side marketers only. Sign up here. Cost: $795 standalone. $395 with EMS.
1:30 PM – 4:30 PM
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WORKSHOP: EXPERIENTIAL MARKETING 101

Back by popular demand after a national tour spanning four cities attended by more than 1,000 marketers—and updated with 100% new case studies—our “intro” class on experiential marketing is designed for up-and-coming event marketers, or those who might be seasoned in other areas of marketing but new to this industry. In this rapid-fire afternoon master class presented by EM editors, attendees will get:

  • Perspective: Inside the rise of experiential marketing and its role in the 2019 marketing mix
  • Insights: How top brands and agencies are evolving their event and experiential campaigns
  • Ideas: Exclusive overviews of experiential strategies, event research and industry trends
  • Best Practices: What successful experiential brands and event marketers have in common
  • Check lists: The 16 core types of campaigns, the top KPIs you should be measuring, and more
  • Trends: The top trends and keywords impacting the industry in 2019
  • Examples: Steal-worthy ideas from the most expansive case study library on the planet
  • Peer-to-Peer Advice: Real-time tips and questions answered by a panel of brand-side marketers
  • Practice: A fun, collaborative workshop exercise designed to reinforce what you’ve learned
  • Presented By:
    2:30 PM – 4:30 PM
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    WORKSHOP: BANDS AND BRANDS: MAKING BEAUTIFUL MUSIC TOGETHER

    There may be no more powerful device in the event marketer’s toolkit than music. It excites a crowd. It stirs emotions. And it creates connections between once-in-a-lifetime moments and your brand. But music partnerships are an increasingly crowded and evolving space to navigate. In this session, we’re turning it up to 11 to give you the tools and insights you need to develop smart and authentic artist partnerships, and use music in highly personalized (and legal) ways across your entire portfolio. You will learn:

  • How to carve out equity and mind share at today’s hottest music festivals
  • How to partner creatively and effectively with bands and music artists
  • How to get song clearances and rights for digital content and live experiences
  • Insights and advice from some of the leading brand + artist partnerships in the industry
  • Forecasts on the future of the music business and how it will impact events
  • Technology tools and trends to help you personalize your events based on musical preferences
  • Insights from music artists on what makes a brand partnership worthwhile—for them
  • 2:30 PM – 4:30 PM
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    WORKSHOP: CONTENT CREATION BASICS FOR EVENT MARKETERS

    From shooting event video and editing content for streams, to event photography tips and tricks and prepping experiential content for social media—Content creation and management, (yes, that’s Content with a capital “C,” folks)—is the must-have skillset for the modern event marketer. In this workshop we will roll up our sleeves and get hands on with the tools and strategies every experiential marketer needs to be the Content guru they have to be in 2019—and beyond. You will learn:

  • Cinematography tips from video experts—what to shoot and how to shoot it
  • Editing tips from the pros—including tips on user-friendly tools and software
  • Social media best practices—what content is performing now, and why
  • Event design strategies—how to create a content-rich space worth shooting and sharing
  • Streaming strategies—the tech you need (and what it costs), to stream your event
  • Low-cost, low-tech strategies—how to use your phone to shoot and share great content
  • 4:30 PM – 5:15 PM
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    FIRST TIMER ORIENTATION & MIXER

    Join other EMS first-timers for a cocktail and an overview focused on the agenda, choosing the right sessions and how to successfully navigate, network and get the most out of EMS.
    4:30 PM – 6:30 PM
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    OPENING RECEPTION

    It’s the first night of the Summit—a time for mingling, networking and cocktails. The EMS Opening Reception is your chance to reconnect with colleagues and meet new industry peers. This is a “can’t miss” opportunity to trade business cards, meet with new product and services suppliers and just plain “hang out” with the industry’s latest and greatest. Come early and stay late. (Admission to reception included with EMS registration.)
    7:00 PM – 11:00 PM
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    EX AWARDS GALA AND AFTER PARTY

    What started as the Oscars of event marketing has turned into the industry’s Golden Globes–600 of the world’s best marketers get rowdy as they celebrate the best campaigns of the year. Cost: $375 includes dinner, awards program and after-party. Tables of 10 also available. Note that an Ex Award ticket is not included in any attendee/speaker registration and must be purchased separately.
    7:00 PM – 8:00 PM
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    ADD-ON EXPERIENCE: SOULCYCLE GROUP CLASS

    Get your sweat on while you get to know your fellow EMS attendees at our group SoulCycle class. Additional $55 fee includes one-hour class, Fiji water and shoe rental. Studio is located at Wynn Plaza: 3131 S Las Vegas Blvd, Suite 207. Attendees provide their own transportation. (Spaces are limited. Pre-registration required.)
    7:30 PM – 9:30 PM
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    ADD-ON EXPERIENCE: RETRO VEGAS NIGHT WITH DONNY & MARIE

    Grab the sparkliest outfit in the Caesars gift shop and join your fellow EMS attendees on a retro date at one of Las Vegas’ most iconic hotels and Sin City’s most popular shows: Donny & Marie. Tickets: $121. Show starts at 7:30 p.m. at the Flamingo. (Spaces are limited. Pre-registration required.)

    Wednesday | May 15

    6:30 AM – 7:15 AM
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    OPTIONAL WAKE-UP 5K RUN

    Join other EMS runners for three (or if you want, six) miles of networking. Each morning we will take a jog amid some of Las Vegas’ best run routes. Group stretch in the Caesars Palace lobby at 6:20 a.m.; group leaves at 6:30 a.m. *BONUS! Runners will receive an exclusive EMS Running Club t-shirt with their registration materials. Cost: $10. (Pre-registration required. No walk-ups will be accepted.)
    7:30 AM – 8:15 AM
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    BREAKFAST

    Get up and come on down for a cup of coffee, some morning fuel and many conversations with fellow attendees.
    7:30 AM – 7:45 AM
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    FIRST TIMER ORIENTATION

    Join other EMS first-timers for a quick 15-minute overview focused on the agenda, choosing the right sessions and how to successfully navigate, network and get the most out of EMS.
    8:15 AM – 9:00 AM
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    MERCEDES-BENZ KEYNOTE

    Presented By:
    9:00 AM – 9:45 AM
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    COFFEE BREAK

    Grab some java, chat up fellow attendees and meet with the industry’s best experiential partners in the Solutions Center.
    9:45 AM – 10:30 AM
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    WHITEBOARD: EVENT MEASUREMENT

    You bring the problems and the questions, we bring the experts. Join your peers and industry pros for candid and casual problem-solving discussions on specific issues.
    Presented By:
    • Ben Grossman, SVP, Group Strategy Director, Jack Morton Worldwide
    9:45 AM – 10:30 AM
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    MEGA CASE STUDY: GOOGLE AT CES 2019

    Google’s CES activation, which featured a theme park-style ride, was the most talked-about brand experience at this year’s show. We’ll take you inside the strategic thinking, development process and the logistical hurdles the brand navigated to bring its activation to life. It’s a case study in how industry leaders are reinventing and disrupting experiential marketing to meet today's technological and cultural climate. And as TechCrunch said: "The work and engineering that went into this—and the quality of what they built for something that’ll only be here for a few days—is seriously absurd." Fasten your seatbelts for this one, folks.
    Presented By:
    • Andrew Rossi, Business Lead, Google Events + Experiences
    • Marcelo Alba, Creative Strategy for Events and Experiences, Google Events + Experiences
    • Robin Lickliter, Chief Experience Officer, Sparks
    9:45 AM – 10:30 AM
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    MULTI-CITY TOURS: T-MOBILE’S GUIDE TO EXECUTING NATIONWIDE EMPLOYEE EVENTS

    Multi-city tours can seem like a daunting proposition from a budget and logistics standpoint but few live event strategies are as effective at localizing, motivating and inspiring employees. Find out how T-Mobile plans and executes its multi-city tours for maximum impact and efficiency. Go along as the team discusses its strategy for its most recent seven-city, eight-week tour that ultimately touched 15,000 employees. See how the brand communicates with, trains and motivates its frontline employees, and learn what pitfalls to avoid—and efficiencies to leverage—when planning a multi-city tour.
    Presented By:
    9:45 AM – 10:30 AM
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    B-TO-B EVENT CONTENT: HOW SAP IS USING CONTENT AND EVENTS TO DRIVE EACH OTHER

    Things are about to get interesting as the worlds of content marketing and event marketing collide and start generating more powerful, targeted and effective integrated marketing campaigns. Step inside SAP’s marketing organization to see how—and why—a world-class brand is ramping up its content and event collaboration. Take a look at an organizational case study on what happens when you break down silos and reengineer your event strategies with content top of mind. Learn how to leverage live events as content generation platforms for the entire marketing mix, and how to create inspired environments that compel attendees to create and share content.
    Presented By:
    9:45 AM – 10:30 AM
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    ADIDAS’ NEXT-GEN ACTION SPORTS EXPERIENCES

    As the kids of the ‘80s and ‘90s age up, brands need to work harder to keep action sports relevant to younger consumers. Go inside the Adidas playbook to see how the brand is leveraging its long heritage in skateboarding to create new contexts and connections with future action sports fans. From recreating Southern California’s iconic Venice Pavilion, to fresh partnerships with hip-hop artists, to brand new proprietary event platforms, learn how Adidas is using live events to energize the maturing action sports space.
    Presented By:
    9:45 AM – 10:30 AM
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    2020 FUTURECAST WITH IBM: PREDICTIONS ON THE FUTURE OF EXPERIENCE MARKETING

    We’re living in a digital age that’s driven many consumers to crave analog experiences more than ever. In this session, IBM will give you a taste of the cutting-edge technology that’s infiltrating events today, and the tech that will drive the industry in the future. Then we’ll flip the script and talk about striking the right balance between analog and digital engagements, and how the synergy between the two will become the sweet spot for best-in-class experiences. Get a sneak preview of some of the new IBM technologies you might use someday, like natural language tool Project Debater, and how technology will be leveraged in the future to create more bespoke content and personalized live experiences.
    Presented By:
    • Erin McElroy, Program Director-Event & Digital Innovation, IBM
    9:45 AM – 10:30 AM
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    BUILDING FANDOM WITH THE GEN Z AUDIENCE

    Move over Millennials. Gen Z has become the largest single population segment nearing 87 million people and accounting for 26 percent of all people in the U.S., yet many marketers are still struggling to understand this generation. In a world with ever-increasing programming, TV options and other distractions fighting for the eyeballs of Gen Z, Xfinity is connecting young consumers with the content, experiences and events they’re passionate about and building brand love with peer-to-peer initiatives and Gen Z generated social content that drives more than just numbers. In this session, we’ll dive into Gen Z outlining who they are, what they want—and why you should care. We’ll identify best-practices for brands, the “what works” and “the how” of engaging and building fandom with the Gen Z audience.
    Presented By:
    10:45 AM – 11:30 AM
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    AMERICAN EXPRESS’ ‘HUMAN-CENTRIC’ BUSINESS ACTIVATIONS

    To help showcase its exclusive brand offerings and its spirit of best-in-class service, American Express is taking a decidedly human-centric approach to its activations. Case in point: CES 2019, where consumer-friendly creature comforts like charging stations, a lounge, a cookie bar, professional headshots, a sneaker-cleaning station and a hand-massage and phone-cleaning service were just some of the ways the brand connected exhausted attendees—and their emotional needs—with what the brand has to offer. Learn how to identify what your business audience is lacking, and how to match it with the attributes of your brand. Amp up your “emotional IQ” on your b-to-b audiences. Leave with a better understanding of how you can make stronger and more meaningful connections with your business audiences.
    Presented By:
    10:45 AM – 11:30 AM
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    THE DELL GUIDE TO UPGRADING GENERAL SESSIONS AT B-TO-B EVENTS

    General sessions are the staple of most successful conferences, but they are increasingly high-stakes games when it comes to getting—and keeping—the attention of today’s attention-span-challenged attendees. That’s why Dell Technologies approaches every general session with an eye towards reinvention. In this session, you’ll learn what storytelling strategies, content tools and A/V technologies the brand is deploying to enhance its Dell Technologies World keynote experience for more than 13,500 attendees. Learn how to strike the right balance between content, narrative and cutting-edge tech tricks to create a compelling general session that resonates with attendees. Walk away with fresh ideas you can apply to your next general session and a sneak preview of the A/V tools you’ll want at your next show.
    Presented By:
    • Dan Preiss, Senior Director, Experiential Marketing, Dell Technologies
    • Kate Crotty, Director of Production, InVision Communications
    10:45 AM – 11:30 AM
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    STRATEGIC SAMPLING TACTICS THAT CUT THROUGH THE CLUTTER

    As marketers, you know that "heart sells” better than "hard sells." But with so many choices for consumers popping up every day, how do brands break out of the clutter? In this panel, we share how natural and organic meat producer Applegate pairs partnerships, mobile tours and other experiential strategies to elevate its sampling campaigns. Learn how Applegate tapped into the spirit of the holidays with a Bacon Express sampling tour with The Rockettes, and how it created the world’s first Whole30 Approved café to enable product sampling and authentic connections with its customers. Walk away with new ideas you can apply to your sampling campaigns, and a fresh perspective on where sampling is going in 2019 and beyond.
    Presented By:
    • Lauren Crane, Brand Experience Manager, Applegate
    • Le-La Cloutier, Manager of Communications and Strategic Partnerships, Applegate
    • Caitlin Fischer, Senior Associate Manager of Communication and Strategic Partnership Activations, Applegate
    • Ada Chan, Creative Director, Cyrano Rox
    10:45 AM – 11:30 AM
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    THE ‘CONSUMERIZATION’ OF B-TO-B EVENTS: EXCLUSIVE RESEARCH

    SXSW. Burning Man. Coachella. These types of events are thrown around a lot as inspirational benchmarks when programming b-2-b events and trade show programs. But what's causing this trend and is augmenting your event program to be more consumer-centric effective? Be the first in the industry to see the results from a historic new survey focused on the white-hot “consumerization” of b-to-b events space — and hear how marketers are redesigning their b-to-b events as more b-to-c and b-to-h experiences to connect with a new breed of b-to-b event attendees. Get access to data from brand marketers on which elements of their b-to-b events are getting recast as more consumer-esque experiences and see results from a separate survey of b-to-b attendees asking how they themselves would define a killer b-to-b event. We’ll also show off a few case studies of b-to-b events that are getting redesigned with a consumer-ish eye.
    Presented By:
    • Michael Hughes, Head of Data & Insights, Event Marketer Magazine, Event Marketer Magazine
    • Marc Herron, Senior VP-Strategy, Sparks
    10:45 AM – 11:30 AM
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    HOW MICROSOFT FOSTERS DIVERSITY AND INCLUSION AT EVENTS

    One of the industry’s most pressing issues is also one of the most challenging to navigate. Get a behind-the-scenes look at how Microsoft is refining and prioritizing its diversity practices across its entire organization—and how those practices translate at its events. Learn what steps you can take to build a thoughtful diversity and inclusion program at your organization, how to move your best intentions into action and what common pitfalls to avoid along the way. Walk away with the tools you need to start creating a more inclusive culture and event practice, and then join the conversation for more insights at our diversity and inclusion panel at 11:45.
    Presented By:
    • Kati Quigley, Senior Director-Marketing Communications, Microsoft
    10:45 AM – 11:30 AM
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    AUDIO EXPERIENCES: LESSONS FROM MULTISENSORY EVENTS

    Step inside the pop-up campaign that whisked city-dwelling consumers into the wilds of our nation’s national parks—through their ears. At the core of the activation was an audio experience featuring custom noise-canceling headphones playing the sounds of rushing water, animals, rainstorms and beyond. Understand how these tactile, audio and visual elements are coming together to enable new ways of communicating and connecting with consumers. See stunning and beautiful examples of multi-sensory experiences in action, and walk away armed with the terms, tips and insights you need to make “multi-sensory” a part of your design vocabulary.
    Presented By:
    • Wade Osborne, Senior Director-Marketing, National Park Foundation
    10:45 AM – 11:30 AM
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    UNDER ARMOUR SEMINAR: THE ESSENTIALS OF COLLABORATIVE SPORTS PARTNERSHIPS

    With an industry-leading roster of athlete partnerships and a thriving portfolio of sports activations, Under Armour knows a thing or two about making sports fans brand fans. In this session, we will break down the keys to collaborative sports partnerships—insights that will help you craft the right activation strategies, partnerships and sponsorship deals for your brand. Learn what today’s sports fans crave, and what criteria to use when looking for your own sports partner. Get real-world insights on how to integrate your sports investments across everything from product design to event activation, and how to infuse a level of meaning and purpose into your partnerships.
    Presented By:
    11:45 AM – 12:30 PM
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    THOUGHT LEADERSHIP: NEXT GEN TECHNOLOGIES THAT TRULY RAISE THE BAR...BUT NOT THE BUDGET (YES, IT'S TRUE!)

    Looking for ways to deliver more “WOW!” at your next event with the same budget as last year? Worried that choosing new technologies is cost prohibitive? Learn how events large and small are using Next Gen tech like bleeding edge LED design, laser projection, inventive LCD solutions, and video mapping on drones to create excitement and engagement . . . all at a realistic cost. Imagine that, new technology that breaks all of the rules…but not the budget. Join WorldStage on a journey into next generation, state-of-the-art technical solutions and possibilities.
    Presented By:
    11:45 AM – 12:30 PM
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    THE BUMBLE HIVE: INSIDE THE YEAR’S HOTTEST COLLABORATIVE CO-WORKING POP-UP

    In the gig economy, hip co-working and collaborative spaces are a natural draw. Social networking app Bumble capitalized on the trend with a three-month pop-up activation on Melrose Place, called Bumble Hive LA, where Bumble app users could come to work, mingle, snap head shots and take in panels and talks with experts ranging from Gwyneth Paltrow to Rachel Zoe. In this session, we’ll take you on a tour of the pop-up for a deeper perspective on how the concept of a buzzing bee hive was brought to life using a modern, hexagonal theme and what environmental design strategies were used to create a vibrant space that lived and breathed the brand.
    Presented By:
    11:45 AM – 12:30 PM
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    MUSIC SPONSORSHIPS: HOW TO PARTNER EFFECTIVELY WITH BANDS AND MUSIC ARTISTS

    Music sponsorships topped $1.5 billion in 2018, making it one of the fastest growing sectors of the industry. Get up to speed on the brand partnership opportunities that span the music industry today and what brands and artists should be looking for in a successful relationship. Get a behind-the-scenes look at several recent Uber campaigns that illustrate the nuances and best practices of today’s modern music sponsorships. Hear expert perspectives on where music sponsorships are going, plus helpful tips on how to engage, where to look for new talent and what you need to know to craft a deal that works for your brand—and the band.
    Presented By:
    11:45 AM – 12:30 PM
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    6 WAYS TO CREATE MEANINGFUL, PERSONALIZED B-TO-B EXPERIENCES WITH CISCO LIVE!

    Smart b-to-b marketers know that personalization is the key to unlocking deep engagement with b-to-b customers and prospects alike. In this session, you’ll learn how Cisco’s flagship global event, Cisco Live, is leveraging omnichannel marketing, technology and data insights to create meaningful, highly customized experiences before, during and after the event—experiences that drive behavior, surprise and delight customers and create stronger emotional connections to its brand and events. See how you can use persona data and key customer “careabaouts” to craft personalized customer journeys and marketing campaigns that accelerate the buying cycle and drive business impact.
    Presented By:
    11:45 AM – 12:30 PM
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    DIVERSITY AND INCLUSION BEST PRACTICES: PANEL AND DISCUSSION

    Marketers under pressure to find a “token” person for their next panel are missing the point. In this panel, we’ll unpack the tough and thorny questions everyone has about diversity and inclusion: what it really means, how to create authentic and effective inclusion initiatives that foster fair representation across the stage and the entire event organization and what steps to take to foster a culture—and a mandate—of inclusion across your company. Bring your toughest questions and scenarios.
    Presented By:
    • Kati Quigley, Senior Director-Marketing Communications, Microsoft
    • Lori Ann Pope, Head of Event Marketing, Global Small Business Group, Facebook
    • Shenique Coston, VP-Experiential, Empire State Development
    11:45 AM – 12:30 PM
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    The AR + VR Factor: How to Effectively Create Immersive and Impactful Experiences

    The combined market size for augmented reality (AR) and virtual reality (VR) is expected to grow exponentially from about $80 billion in 2020 to $569 billion in 2025, making the AR and VR factor a true reality when it comes to experiential marketing. Get a first-hand experience on how leading brands are leveraging AR and VR to optimize customer interactions that cultivate meaningful data to increase lead generation and drive revenue. Hear experts discuss AR and VR applications being used across a variety of verticals including sports, business, healthcare, gaming, and entertainment.
    Presented By:
    • Raj Puran, Director of Client VR Business Development & Strategic Partnerships, Intel
    • Ashley Crowder, Co-Founder and CEO, VNTANA
    11:45 AM – 12:30 PM
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    ‘FROM SCRATCH’: HOW TO BUILD A MOBILE TOUR

    In this “from scratch” session, industry experts will take you inside L.L.Bean’s Mobile Pop-Up Shop to show you how to build a mobile tour from the ground up. Get a behind-the-scenes look at the mobile program that generated more than $1 million in sales and sold 2,000 pairs of Bean Boots (you know the ones). Learn how to craft the right strategy and objectives and how to align the production of your mobile experiences with your marketing goals. From budgeting to inclement weather protocols to managing the on-site experience with local staff and brand ambassadors, we break it alllll down into manageable steps you can apply to your own tour.
    Presented By:
    12:45 PM – 2:00 PM
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    NETWORKING LUNCH

    Come grab a bite and meet the industry’s greatest and talk about the industry’s latest. Chat up the day’s sessions, meet new colleagues or reconnect with old friends.
    2:15 PM – 3:00 PM
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    WHITEBOARD: MOBILE TOURS AND VEHICLES

    You bring the problems and the questions, we bring the experts. Join your peers and industry pros for candid and casual problem-solving discussions on specific issues.
    Presented By:
    2:15 PM – 3:00 PM
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    GURU CHAT: AUTODESK + 20x200 FOUNDER JEN BEKMAN

    In this “I/O” (Inside the industry/Outside the industry) chat, Autodesk marketer Kim Whinna Cottrell sits down with 20x200 Founder Jen Bekman to discuss the growing intersection between the art world and the event world. They’ll explore how—and why—gallery-style events are on the rise, and why artists and brands are striking more creative and collaborative partnerships than ever before. Listen in for a candid insider’s perspective on what’s new in the art world and how it will inform live experiences in the years to come.
    Presented By:
    2:15 PM – 3:00 PM
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    EVENT SAFETY AND SECURITY: WHAT YOU NEED TO KNOW NOW

    From weather events to terror events, today’s event marketers are more responsible than ever for their attendees’ health and safety. In this must-attend session, experts will unpack a checklist of action items you can use to make sure your programs are airtight. From proper documentation to venue selection to building a chain of command to screening strategies to hiring the right people, we’ll analyze every moment of the event timeline for its potential risk—and what to do about it. Walk away empowered to create the safety plan you need, plus the contingency insights required to handle the unexpected.
    Presented By:
    2:15 PM – 3:00 PM
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    POWER PANEL: THE 2019 DREAM TEAM PANEL

    Our March cover story comes alive as our inaugural B-to-B Dream Team comes together to discuss top trends, best practices and the future of the event discipline. Come experience some of the sharpest minds in b-to-b events, hear candid comments on face-to-face marketing and walk away inspired and excited about the future of your events.

    Presented by: Watch this space for this year’s Dream Team. Could you be on the list?
    2:15 PM – 3:00 PM
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    HOW TO CREATE SMART, SCALABLE ACTIVATION STRATEGIES

    Sometimes a great activation idea can get in the way of a strategic one. In this session, you will learn how to craft an event strategy that maps your marketing goals to your best activation ideas (and not the other way around). Learn what key questions you should be asking to stay on course as you plan your event. Get better at getting to the “why” of your events, asking smarter and more revealing questions in your RFPs and aligning every piece of your activation to a clear objective. Discover the best ways to scale your strategies and your budgets. Become a master at weaving strategic thinking into everything you do.
    Presented By:
    • Laura Lovas, Executive Director-Strategic Partnerships & Events, ABC
    2:15 PM – 3:00 PM
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    THE PEPSI MAX CHALLENGE: HOW TO REBOOT A LEGENDARY CAMPAIGN

    One of the most iconic sampling programs of the past fifty years recently got a high-tech reboot in Europe where cutting-edge sensor technology played a central part in the success of the mobile campaign. See how the live engagement employed leading-edge technology to measure KPIs within the activation, and learn how tour staff continually tweaked the activation based on what the real-time results were telling them. Walk away with a better understanding of how event technologies can give you actionable insights you can use in real time. Plus, strategic tips and insights on bringing an iconic program back to life for modern audiences.
    Presented By:
    2:15 PM – 3:00 PM
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    AT&T + ESPORTS: BUILDING HUMAN CONNECTIONS THROUGH NON-TRADITIONAL SPORTS

    Esports is the fastest growing global sports phenomenon in history that marketers might know the least about. In this fireside chat, hear from leaders in this fast-moving space as they share their candid perspective on the nuances of the esports universe: what it is, who participates, why brands are adding esports to their overall sports marketing mix. Learn how AT&T is engaging this massive and growing audience of men and women both on and offline, and what’s required to stay one step ahead of the game with a sport that has invented a new way for fans and athletes (gamers) to play, watch and support their passion.
    Presented By:
    3:00 PM – 3:45 PM
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    COFFEE BREAK

    Grab a refreshment, some coffee, chat up fellow attendees and meet with the industry’s best experiential partners in the Solutions Center.
    3:45 PM – 4:30 PM
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    TREND OF THE YEAR: IMMERSIVE THEATER BRAND ACTIVATIONS

    Theater tricks have always been the signature of great events, but immersing attendees into a story or a scene—complete with actors, sets and elaborate narratives—takes a different strategic approach. Go inside one of the biggest trends of the year with the creative minds that produced them to understand what’s driving the trend and why consumers are craving engagements that scare them, titillate them and ask them to play more than a passive role. See examples of some of the year’s best immersive activations and get expert tips on who to hire (this Is key), how to tease out a storyline appropriate for your brand and how to make a cautious guest feel welcome in an engagement that requires full participation. And… action!
    Presented By:
    3:45 PM – 4:30 PM
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    TRANSFORMING YOUR MOBILE TOUR INTO A SELLING MACHINE WITH ADULT SWIM

    “Rick and Morty” fans are a dedicated bunch, but you don’t have to love the show to appreciate the genius of the Adult Swim show’s nationwide Don’t Even Trip Road Trip featuring the notorious Rickmobile. Step inside this award-winning mobile pop-up shop for a glimpse at how an entertainment franchise used a truck customized to look like the show’s drooling title character to engage thousands of fans—and ultimately sell more than 100,000 pieces of branded merchandise. Learn how to create experiences that are “aggressively authentic” to the brand, how to attract and cultivate fan bases across the country and how to transform a mobile tour into a sales-generating operation. And if you missed it, don’t worry—the Rickmobile will be back on the road in 2019!
    Presented By:
    3:45 PM – 4:30 PM
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    INTERNAL EVENTS: HOW TO TELL (MANY) BRAND STORIES AT ONE EMPLOYEE EVENT

    How do you create a clear and captivating narrative when you have not just one brand story to tell, but more than 30? In this session, learn how Marriott transforms a single internal employee event—its biannual Americas Leadership Summit—into an immersive platform that effectively communicates the unique personalities of 30-plus brands. Get tips on how to distill sub-brand value propositions into a concise, dynamic and entertaining experience that will resonate with attendees. And walk away with a “multi-brand” blueprint you can apply to your own conferences that will help you construct and program your show’s content in a way that makes every brand the star.
    Presented By:
    • Diana Pavlov, Senior Director-Global Entertainment Marketing, Marriott International
    • Bruce Starr, Founding Partner, BMF
    3:45 PM – 4:30 PM
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    BRINGING YOUR BRAND PROMISE TO LIFE THROUGH EVENTS WITH L.L. BEAN

    When research revealed that 95% of people’s time is spent inside, and nearly 50% of it is at the office, L.L. Bean jumped into action with an event strategy that delivered on its unique brand promise. Listen in as the team behind the brand’s “Be an Outsider” campaign breaks down the strategic thinking that ultimately resulted in the first-ever outdoor co-working space. Discover how to best unearth and unleash your brand’s most unique assets. Learn how to be disruptive without losing sight of your brand’s value proposition. Walk away with the insights you need to find new white spaces where your brand can play and make an impact.
    Presented By:
    3:45 PM – 4:30 PM
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    TRANSFORMING A DIGITAL EXPERIENCE INTO A LIVE EVENT WITH THE NEW YORK TIMES

    Digital products and online content create a unique marketing opportunity when it comes to creating face-to-face engagements. In this session we show you how to translate your brand, your digital content and your thought leaders into vibrant centerpieces of live events. From podcasts and social media to blogs and other digital formats, you’ll learn what technologies can help you connect your digital brands and assets IRL for a unifying and memorable experience. See it all in context through several New York Times case studies including the New Work Summit, New Rules Summit, Global Leaders' Collective Inaugural Meeting and more.
    Presented By:
    3:45 PM – 4:45 PM
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    PANEL DISCUSSION: WOMEN IN EVENTS

    A new annual addition to EMS, this candid panel invites some of the industry’s top brand-side women to sound off and weigh in on what’s working, what’s not and what lies ahead for smart, hardworking women in the industry. In this special one-hour super-session, we’ll talk career advancement, salary negotiation, diversity and representation, discrimination and how to craft an event career that puts women on track to earn fair and meaningful leadership positions. Bring your burning questions to this engaging and interactive panel because… we’re going there.
    Presented By:
    4:45 PM – 5:30 PM
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    WHITEBOARD: CANNABIS MARKETING AND EVENTS

    You bring the problems and the questions, we bring the experts. Join your peers and industry pros for candid and casual problem-solving discussions on specific issues.
    Presented By:
    • Jim Baudino, VP Corporate Development, Merry Jane Media
    4:45 PM – 5:30 PM
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    J.P. MORGAN’S GUIDE TO BUILDING EVENT KPI PROGRAMS

    Key Performance Indicators can make or break your ability to get event budgets approved year over year. Learn how to break through the marketing jargon and listen in as JPMorgan Chase shares a chapter from its proven playbook on crafting meaningful KPIs for experiential programs. Get an in-depth look at J.P. Morgan’s proprietary “Scorecard,” and learn how the bank develops and deploys its KPIs across its portfolio of events. Discover how to focus on the KPIs that will best support your programs—and your objectives.
    Presented By:
    • Ariel Johnson Lin, Executive Director, Sports & Entertainment, JPMorgan Chase
    • Frank Nakano, Managing Director-Sports & Entertainment, JPMorgan Chase
    • Trish Rexroth, Executive Creative Director, On Board Experiential
    4:45 PM – 5:30 PM
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    NEXT-GEN INTERACTIVES: THE BEST TECH TO BET ON

    From virtual fitting rooms to human remote controls to interactive workouts to AR shopping experiences, get the latest scoop on the technologies and interactive activations that are shaping the industry and moving it forward. Step inside case studies with Anheuser-Busch to see what immersive tech the brand is leveraging to make connections with consumers. Get a sneak preview of the up-and-coming tech tools that will enable smarter and more effective engagements at events. Walk away with a better sense of what cutting-edge interactive technologies to invest in now, and what to keep your eye on in the future.
    Presented By:
    4:45 PM – 5:45 PM
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    WOMEN IN EVENTS ‘WINE & LEARN’ MIXER

    Join us for the return of the always-popular EMS Women in Events, which serves wine, networking—and inspiration with bestselling author Christine Cashen, who reveals top tips and new strategies to achieve the best in your personal and professional life. The author of The Good Stuff: Quips & Tips on Life, Love, Work and Happiness—named a Motivational Book of the Year—will focus on the concept of Carpe Chaos, which is all about seizing time, energy and the reins of your work and home lives. Function open to registered EMS ladies only.
    Presented By:
    • Christine Cashen, Author, “The Good Stuff: Quips & Tips on Life, Love, Work and Happiness”
    5:30 PM – 6:30 PM
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    FIRST TIMER HAPPY HOUR

    Come get your hang on with fellow “firsties.” Grab a drink and talk up the day, exchange cards. Stroll the Solutions Center.
    5:30 PM – 6:45 PM
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    HAPPY HOUR

    The EMS happy hour is always a who’s-who of event marketing. Reconnect with old colleagues and meet new peeps—grab a cocktail and enjoy great conversations with your industry peers. Only EMS brings together more than 1,000 elite event marketers at our networking events. This is a “can’t miss” opportunity to trade business cards, meet with new product and services suppliers and just plain “hang out” with the industry’s latest and greatest. This is the last major networking reception of the Summit so don’t miss it. (Admission to included with EMS registration.)
    7:00 PM – 9:00 PM
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    ADD-ON EXPERIENCE: CIRQUE DU SOLEIL THE BEATLES LOVE

    Cap off a day of learning at EMS with a night of networking and inspiration with the one and only Cirque du Soleil. Set against a soundtrack by The Beatles, LOVE is one of the most highly-rated shows on the strip. Tickets: $121. Show starts at 7:00 p.m. at the Mirage. (Spaces are limited. Pre-registration required.)
    7:00 PM – 8:00 PM
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    ADD-ON EXPERIENCE: SOULCYCLE GROUP CLASS

    Get your sweat on while you get to know your fellow EMS attendees at our group SoulCycle class. Additional $55 fee includes one-hour class, Fiji water and shoe rental. Studio is located at Wynn Plaza: 3131 S Las Vegas Blvd, Suite 207. Attendees provide their own transportation. (Spaces are limited. Pre-registration required.)
    7:30 PM – 10:00 PM
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    ADD-ON EXPERIENCE: WOMEN IN EVENTS SUPPER CLUB

    Our popular national peer-to-peer dinner series for industry women comes to EMS! Join us for a “ladies’ night” full of fun conversations, industry networking and a delicious dinner. Cost: $125 includes dinner and 2 drinks. Dinner will be held at the Wheel House at the Linq: 3535 Las Vegas Blvd S. Seating is limited. (Open to women only. Pre-registration is required, no walk-ups will be accepted).

    Thursday | May 16

    6:30 AM – 7:15 AM
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    ADD-ON EXPERIENCE: WAKE-UP 5K RUN

    Join other EMS runners for three (or if you want, six) miles of networking. Each morning we will take a jog amid some of Las Vegas’ best run routes. Group stretch in the Caesars Palace lobby at 6:20 a.m.; group leaves at 6:30 a.m. *BONUS! Runners will receive an exclusive EMS Running Club t-shirt with their registration materials. Cost: $10 (Pre-registration required. No walk-ups will be accepted.)
    8:00 AM – 9:00 AM
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    BREAKFAST

    Get up and come on down for some fuel for the day before your morning sessions.
    9:00 AM – 10:00 AM
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    FACEBOOK KEYNOTE

    Presented By:
    • Julie Hogan, Director, Global Face-to-Face Marketing, Facebook
    10:15 AM – 12:15 PM
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    BRAINDATES

    Step into one of our poolside cabanas for exclusive peer-to-peer meetups on topics you want to discuss and learn more about. Limited spaces available—watch for sign-up details after you register.
    10:15 AM – 11:00 AM
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    GURU CHAT: ORACLE + EXECUTIVE CHEF AMARYLL SCHWERTNER

    In this “I/O” (Inside the industry/Outside the industry) chat, Oracle marketing executive Paul Salinger sits down with star chef Amaryll Schwertner to discuss the growing intersection and commonalities between the culinary world and the event world. They’ll explore how both are uniquely designed to make memories through great experiences, great design, great aesthetics and a passion and desire to combine many elements to create signature moments that appeal to event attendees and restaurant customers alike. Listen in and be inspired by this candid conversation about the evolving—and surprising—ways events and the culinary scene can inform and propel one another’s success.
    Presented By:
    • Paul Salinger, VP Marketing, Oracle Corporation
    • Amaryll Schwertner, Executive Chef, Culinary Star and Restaurant Designer, Bouli Bar and Boulette’s Larder, San Francisco
    10:15 AM – 11:00 AM
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    GDPR, DATA AND PRIVACY BEST PRACTICES FOR EVENT MARKETERS

    It’s one of the most talked about—and most feared—topics in the event industry right now. General Data Protection Regulation (GDPR) requires that businesses protect the personal data of their customers and consumers. In this session, we will break down GDPR compliance and explain what it means to event marketers doing business in the U.S. and abroad. Learn what measures you need to take to make sure your event programs are compliant, and hear how Microsoft is supporting its global event teams. Get up to speed on the latest data privacy rules and regulations and leave with a checklist of actionable strategies you can deploy right away.
    Presented By:
    10:15 AM – 11:00 AM
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    TWITTER UNPLUGGED: B-TO-C STRATEGIES FOR B-TO-B EVENTS

    Customers are consumers at the end of the day so it makes good sense that b-to-b events appeal to the b-to-c spirit. Twitter’s event team takes the stage in this candid panel to discuss the way it approaches its b-to-b events, and what inspires its consumer-centric activations. Hear about how the team uses insights from its consumers and their communities to craft activation ideas, and how it Twitter’s global offices serve as inspiration the brand’s lively and modern event environments. Hear first-hand how this team is structured and how it optimizes itself for maximum creativity and productivity.
    Presented By:
    10:15 AM – 11:00 AM
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    STORE COMMUNITY EVENTS: LESSONS FROM DICK’S SPORTING GOODS

    With the rise of the digital age, the retail industry relies now, more than ever, on experiential marketing. Go inside Dick’s Sporting Goods’ strategic playbook for a look at how this retail success story is bucking the trend and growing like gangbusters through a thoughtful blend of grand opening celebrations, athlete appearances, mobile tours and community events. Learn how to drive mass community awareness, foot traffic, memorable brand experiences and cultivate loyalty in critical markets for your brand. Walk away with tips you can apply to a wide range of local and national activations.
    Presented By:
    • Dave Natale, Director, Community Marketing, Dick's Sporting Goods
    • Matthew Cox, VP-Sales & Marketing, retailcomm
    10:15 AM – 11:00 AM
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    ‘007 ELEMENTS’ CASE STUDY: CREATING CINEMATIC BRAND EXPERIENCES

    James Bond movies are known for their incredible locations—from Canada's natural beauty in the spectacular opening sequence of 1977's "The Spy Who Loved Me," to a colorful Mexico City in 2015's "Spectre." In this session, you’ll travel to the Austrian Alps for a rare behind-the-scenes look at 007 ELEMENTS, the world’s first cinematic brand museum situated in one of the Bond franchise’s most iconic locales—in this case, 9,800 feet above sea level at the peak of Gaislachkogl Mountain in Austria. See how state-of-the-art technology, stark contemporary architecture and a dramatic cinematic soundscapes combine to create a spine-tingling immersion into the world of Bond for fans and visitors. Hear from the creators of this stunning brand environment how it was conceived, built and activated, and learn more about the growing intersection of film, design and technology in branded events. Walk away inspired by the possibilities, and how brands can create one of kind experiences using these tactics, too.
    Presented By:
    10:15 AM – 11:00 AM
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    CANNABIS EVENT PRIMER: EVERYTHING YOU NEED TO KNOW

    With recreational cannabis legalized in 10 states and counting, the estimated $31 billion marijuana market is starting to look like the gold rush days of the post-Prohibition era. Listen in as the leading lifestyle brand in the cannabis space gets you up to speed on the unique activations, the surprising demographics and the burgeoning partnership opportunities available to endemic and mainstream brands alike. Take a tour of top cannabis event programs, get a sneak peek at how brands will be dipping their toes into these uncharted waters and walk away with a firm handle on the regulations, risks and potential rewards.
    Presented By:
    • Jim Baudino, VP Corporate Development, Merry Jane Media
    11:00 AM – 11:45 AM
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    COFFEE BREAK

    Coffee. You know you need it. So come and get it and relive the glory of the previous night’s excursions with your new industry friends.
    11:45 AM – 12:30 PM
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    ‘AGILE’ EVENT MANAGEMENT TIPS FOR PR ACTIVATIONS: THE BMW VISION iNEXT WORLD FLIGHT

    Go where few PR events have gone before as BMW takes you on its Vision iNEXT World Flight—a one-of-a-kind automotive launch of BMW’s vision of future mobility on board a Lufthansa cargo plane bound for Munich, New York, San Francisco and Beijing. Learn about the brand’s Agile Event Management philosophy and how it enabled the company to seize a press event idea on the fly and bring it to market quickly. Learn how to create an infrastructure in your event organization that allows for agility and action, and how to amplify your PR events in innovative and disruptive ways.
    Presented By:
    • Ingo Wirth, Head of Corporate Communications for MINI & BMW Motorrad, MINI, BMW Motorrad
    • Colja Dams, President/CEO, VOK DAMS Agency for Events & Live-Marketing
    11:45 AM – 12:30 PM
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    HOW TO STAND OUT AT POP CULTURE CONVENTIONS AND EVENTS

    Gamers, movie lovers and comic-book fans are tough but important audiences. In this session we’ll take a closer look at the world of pop culture conventions and events to understand how brands can carve out mind space and brand equity in an incredibly crowded environment. Hear from endemic and non-endemic brands what strategies have worked for them, and what advice they have for anyone just cracking into the scene. Learn what tactics draw and keep crowds and what innovative ideas are changing the landscape at the world’s biggest fan conventions and events.
    Presented By:
    11:45 AM – 12:30 PM
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    THE NEW SHAREHOLDER MEETING

    Long-running conferences can sometimes run into long-running ruts. Sit down with Walmart’s master of reinvention to learn how his team keeps the brand’s annual Shareholder Meeting current and competitive in an increasingly cluttered space. Learn what engagement strategies and technologies the brand is deploying to enhance the shareholder and employee experience for its 14,000-plus attendees. Get ideas on how to keep your biggest annual events fresh year to year. Bonus: This chat will be just days away from Walmart’s 2019 event, so get ready for a rare preview into what’s on the agenda, and what attendees will be taking about days after the show.
    Presented By:
    12:30 PM – 1:45 PM
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    ZAPPOS LUNCH KEYNOTE

    Presented By:
    2:00 PM – 2:45 PM
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    RETHINK YOUR COLLABORATIVE PROCESS: WORK THAT MATTERS

    Most experiential programs are case studies in collaboration. But not all collaborative processes generate great work. In this panel discussion, we’ll deconstruct the myths and conventional thinking around the creative process, and discuss how you can begin to rethink and, if necessary, reengineer your process for optimal collaboration and contribution by everyone on the team. Learn new ways to facilitate and then co-create inspired work with your teams and your partners, and what challenges and pitfalls most often thwart great collaborations. Get unique insights on the value of “thinking wrong” and why challenging the status quo can often lead to work that matters.
    Presented By:
    • Alex Sapiz, VP, Global Events, Cisco
    • Greg Galle, Co-Author, “Think Wrong: How to Challenge the Status Quo and Do Work that Matters”
    • Suzanne Hanson, Senior Creative Director, George P. Johnson
    2:00 PM – 2:45 PM
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    HEALTH AND WELLNESS ACTIVATIONS: JAYBIRD’S ‘MINDFUL’ NYC MARATHON ACTIVATION

    To give its wireless headphones (designed for athletes) a boost among runners, earbud maker Jaybird created an unexpected three-day activation at the 2018 NYC Marathon that used the power of sound to enhance fitness experiences. Get up to speed on the growing health and wellness space, and see how Jaybird carved out a unique presence, and cultivated brand equity, on one of the sports world’s largest stages. Tour the “hammock forest” and listen in to some of the sounds shared with attendees. Challenger brands, take note—this session is chocked full of insights and ideas for you.
    Presented By:
    2:00 PM – 2:45 PM
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    HIGH-TECH EVENTS FOR HIGH-TECH AUDIENCES: THE SAMSUNG DEVELOPER CONFERENCE

    Few event attendees are as tech-savvy as developers. In order to stand out in the increasingly crowded world of developer conferences, Samsung created an event that armed attendees with what they needed to know to stay at the forefront of their own industry. Learn what strategies the team used to engage a wide variety of attendees, including developers, technologists, business leaders, innovators, designers and content creators. Find out how a mix of formats ranging from tech talks to leader panels to hands-on labs to product launches, empowered attendees with the training, practical advice and inspiration they craved. Get a better understanding of what moves and motivates this high-tech audience and how to craft events that can effectively compete for their time, loyalty and attention.
    Presented By:
    2:00 PM – 2:45 PM
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    FAMILY-FRIENDLY ACTIVATIONS: EVENTS THAT KIDS CRAVE AND PARENTS LOVE

    Forget everything you know about book signing events. In this session, we take you inside the wildly popular “Diary of a Wimpy Kid” franchise to learn how an innovative eight-city bus tour and trivia show engaged series fans—and their parents—in equal measure. Learn how to craft fun family-friendly event strategies that make getting there worth the effort. Get a better understanding of what drives school-age children to become loyal fans, and what motivates parents to support their kids’ favorite books, characters and products. Get the lowdown on what you need to know to market to kids and families with privacy and appropriate marketing tactics top of mind.
    Presented By:
    3:00 PM – 3:45 PM
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    ENGAGING ELECTRONIC DANCE MUSIC FANS: A BRAND MARKETER’S GUIDE

    Electronic Dance Music, or EDM, is a unique genre that comes to life across dozens of music festivals every year—and it shows no signs of stopping. Get to know this fast-growing music niche a little bit better and learn what makes these beat-loving fans travel and turn out in droves to dance, dance and dance some more. Step inside Corona’s successful EDM strategy for a closer look at how its engaging fans, and hear from industry insiders what turns EDM fans off, what turns them on and how you can engage this vibrant music scene in an authentic way.
    Presented By:
    3:00 PM – 3:45 PM
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    ALCON’S TIPS FOR SMARTER DATA COLLECTION—AND DATA ‘ACTION’—STRATEGIES

    Data gives us insights from the past, but can it help us build greater value for the future? That depends on how you use it. Learn how to design a data collection strategy that will inform and enhance your live events and ultimately heighten the experience for your audience. Learn how to uncover a multitude of data points at each stage of your attendee’s on-site experience to help define and impact your event’s success. See real-world case studies that illustrate what data to collect, and how that data can be used to create a more meaningful connection with your attendees.
    Presented By:
    4:00 PM – 4:45 PM
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    CLOSING GENERAL SESSION: STAYING ON TREND WITH MICHELOB ULTRA

    Grab a Michelob ULTRA and wrap up your EMS experience with a behind-the-scenes look at one of the year’s biggest success stories. As the fasting growing beer brand in the industry for the past four years, Michelob ULTRA is leading the beer category against the trend of declines in Domestic light beer. From launching the first USDA certified organic beer from a major brewer, to creating Team ULTRA at the NYC Marathon, to hosting the first mass meditation at SXSW, Michelob ULTRA is aiming to build meaningful consumer connections by breaking the conventions of health and wellness. Learn how Michelob ULTRA’s use of influencers, partnerships and proprietary experiences are helping to drive the brand’s success.
    Presented By: