Presented by Home
Full Agenda

Tuesday | May 18

12:00 PM – 1:30 PM
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HACKING HYBRID EVENTS USING HUMAN CENTERED DESIGN

This 90 minute interactive workshop will be a hands-on, immersive format where we’ll work to empathize, ideate, and capture insights for the planning of hybrid events. Using a real-world event as our basis for exploration, we’ll formulate strategies to deliver the promised experience. We’ll brainstorm new ways to connect attendees, form friendships, and provide the education they need to make 2022 a comeback year for the books. It’s meta. It’s practical. It’s going to be epic. So join us as we hack a real event—could it be yours?—to learn how to use human centered design for your events.

You’ll walk away from this workshop with:
• A framework for how to think about hybrid events for your own brand and team
• Insights into event planning decision making
• A flushed out battle plan you can apply to your own events
Presented By:

Allie Magyar

Founder and CEO,
Hubb

Naomi Clare Crellin

Founder and CEO,
Storycraft Lab
2:00 PM – 2:30 PM
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HOW CHEVROLET REINVENTED ITS YOUTH BASEBALL STRATEGY FOR THE COVID-ERA

When the pandemic brought the world to a standstill, Chevy had to reimagine the fan engagement and stadium presence that had always been a central component of its 15-year Major League Baseball partnership. In this session you’ll get a first-hand look at how the Chevy team changed course and found new engagement opportunities with baseball’s biggest fans—youth baseball and softball players. Go behind the scenes of Chevy’s virtual First Pitch campaign that celebrated opening day across broadcast, digital and social media. Learn about the brand’s end-of-season Chevy Cares youth sports award program. Get actionable insights into how your team can turn the challenges of the pandemic into an opportunity to create new connections with passionate audiences.
Presented By:

Cara O'Neil

EVP, Group Account Manager
Jack Morton

Emily Weaver

Manager,
Chevrolet Experiential Media & Brand Partnerships

Joe Van Marcke

Media Strategy & Planning,
Chevrolet
4:00 PM – 5:00 PM
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CULTIVATING PROFESSIONAL GROWTH IN A POST-PANDEMIC EVENT INDUSTRY

After a year of reimagining your events in difficult times it’s time to focus on you. Senior event professionals are your personal mentors for an hour as they discuss the latest skills, adaptivity techniques and career-growth strategies you need to lead you into the next phase of your event career. In this rapid-fire skills workshop, you’ll hear what event leaders are looking for in a 2021 event professional, and you’ll walk away with the insights and proficiencies to elevate your role and grow your career path.
Presented By:

Lori Ann Pope

Head of Event Marketing, Global Small Business Group,
Facebook

Anna Karefa-Johnson

Director of Events & Experiential Marketing,
Overtime

Kevin Schwoer

Senior Manager-Events,
Verizon Media

Keryn Sethi

Experiential Marketing Manager,
Nestlé
5:15 PM – 6:15 PM
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EVENT INDUSTRY TRIVIA CHALLENGE

Do you know more about shipping and drayage than the Postmaster General? Can you navigate the Las Vegas strip better than a veteran cab driver? Do you speak AI, AR, VR, AV and PPE fluently? Join your fellow event pros for some networking and test your mad experiential marketing skillz in this fun and upbeat industry trivia game. Questions will cover everything from EMS to the industry to current events to pop culture and more. Prizes (and bragging rights!) will be awarded to the winners.
Presented By:

Jessica Heasley

Group Editor and Publisher,
Event Marketer

Wednesday | May 19

11:15 AM – 12:00 PM
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POD SAVE EXPERIENTIAL: STORYTELLING IN THE POST-COVID ERA

Strong storytelling has always been at the heart of great event campaigns—it’s just the format that’s changed in 2021. Grab a snack, take a walk or just relax and listen in as we take you on an audio journey into the art and science of experiential storytelling in 2021. Hear how some of the top brand marketers in the industry are approaching their brand’s stories in the year ahead, and how they are changing course and updating their strategies to better communicate strong narratives around their brands, products and cultures through live and virtual experiences. Learn to think about your event programs in terms of story, and how to take the challenges of the past year and translate them into compelling narratives and touchpoints that will engage audiences and transcend the limits of time and space.
Presented By:

Andrea Schwartz

Head of Global Event Marketing,
Ripple

Mark Henneberger

VP of Events Solutions,
Walmart

Jitter Garcia

Head of Event Marketing,
Univision

Teresa Terasaki

Program Manager for Brand, Experience and Events,
Google Open Source

Cameron Mercer

Head of Event Marketing EMEA, APAC, & Workplace,
Facebook
12:00 PM – 12:30 PM
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OPENING KEYNOTE: SXSW’S CHIEF BRAND OFFICER ON THE PAST, PRESENT AND FUTURE

Kick off EMS Summer’s day two with a peek behind the curtain of one of the industry’s most storied, large-scale events that is no stranger to evolving programming, formats and attendees. The 34-year-old SXSW, a conference and multi-interest festival combined, caters to an array of creatives, innovators and influencers and celebrates technology, culture, film and—oh, yes—music. Fresh off its first, massive digital experience, hear from SXSW’s chief brand officer on how this industry tentpole balances the nuances of maintaining a legacy brand while continuing to reimagine the festival and conference experience. Walk away with ideas to rethink your “annual programming” in this new era of events.
Presented By:

Jann Baskett

Chief Brand Officer,
SXSW
12:45 PM – 1:15 PM
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INTERACTIVE THINK TANKS

Grab a cup of coffee and join the conversation as we navigate some of the industry’s most pressing topics. Think Tanks are highly interactive, editor- and expert-moderated discussions designed for small group idea sharing, peer-to-peer engagement and candid debate about some of your biggest pain points—and how to solve them.

Here are the two topics to choose from:
• Idea Exchange: The Best Thing I Saw or Did Last Year: Everyone shares the best strategy or engagement they’ve seen or activated in the past year.
• For B-to-B Marketers: What will successful Hybrid Events look like in 2021 and beyond? Predictions and idea sharing.
1:30 PM – 2:00 PM
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THREE PANDEMIC-ERA BEST PRACTICES ESSENTIAL TO YOUR FALL EVENTS

As marketers prepare for a shift (back) to in-person and hybrid experiences, it might be tempting to ditch those pandemic-era solutions. But don’t! Marrying pre-pandemic tactics with stop-gap efforts from the past year can yield a whole new level of engagement. During this session, you’ll go behind the scenes with Microsoft’s Higher-Education Audience Marketing team to learn what marketing during the pandemic revealed about the importance of community access and cultural relevance, particularly for Gen Z engagement—and how those learnings will inform the brand’s back-to-live strategy.
Presented By:

Stephen Saslow

Senior Audience Marketing Manager, Higher Education,
Microsoft

Matt Fasano

VP, Director of Client Services,
Riddle & Bloom
2:00 PM – 2:45 PM
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INTERACTIVE THINK TANKS

Grab your lunch and join the conversation as we navigate some of the industry’s most pressing topics. Think Tanks are highly interactive, editor- and expert-moderated discussions designed for small group idea sharing, peer-to-peer engagement and candid debate about some of your biggest pain points—and how to solve them.

Here are the two topics to choose from:
• Post-Pandemic Ops & Logistics: Your biggest pain points and challenges—discussed! Venues, health and safety, seating, the list goes on.
• Idea Exchange: Networking, F&B and Engagement at Fall Events: This Fall, events will be back. But they won’t be normal. Ideas for how to connect and engage attendees in 2021
2:45 PM – 3:15 PM
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THE EVENT MARKETER’S GUIDE TO CONNECTING WITH THE ‘CREATOR’ ECONOMY

With consumers homebound the past year, digital creators and YouTube stars have grown in influence, quickly becoming important partners for many brand and event marketing organizations. Go inside the rise of the creator economy and get a better understanding of how influencer culture and direct-to-consumer brands are being propelled by viewers and consumers—and how event marketers can jump into the fray. Go behind the scenes with Mattel to learn how it leveraged a creator partnership with YouTube celebs Vlad and Niki, and what the brand learned along the way. Get a better understanding of the digital ecosystem and learn how to navigate, source and cultivate the right partners for your marketing campaigns.
Presented By:

Nadi Filsoof

Influencer and Celebrity Partnerships Lead,
Mattel

Dan Weinstein

Co-Founder and Partner,
Underscore Talent
3:30 PM – 4:00 PM
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GLOBAL TRENDS AND THEIR IMPACT ON THE FUTURE OF MARKETING

Is your marketing strategy built to keep pace with the latest trends? In this session we’re diving into key market and cultural trends and taking a closer look at how they’re impacting the way brands will market in 2021—and into the future. See which trends have impacted the industry the most so far, and which are predicted to leave a lasting legacy as brands come back to life later this year. Learn how changes in our demographics, culture, politics and technology are driving advances in marketing strategy and tactics, and how you can create an experience marketing plan built to thrive in this new era.
Presented By:

John Capano

Senior Vice President, Client Development
Impact XM
3:30 PM – 4:00 PM
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DIVERSITY IN EVENTS: USING DATA TO ENSURE NO ONE FEELS THEY’RE THE ‘ONLY’ AT YOUR EVENT

What does it mean to curate an attendance list? How do you infuse more diversity into your event audiences—creating safe spaces for all who attend? In this session, we’ll dive deep into the practical methods you can employ to truly diversify event audiences. Learn how to better listen to audiences to identify pain points. Understand how to build events just for diverse audiences based on better listening and data. Get into the nitty-gritty marketing details and get actionable insights you can use to make change at an operational level to move the needle—approaches that will ultimately strengthen your event culture and brand mission.
Presented By:

Chardia Christophe-Garcia

Executive Director, Audience & Community Marketing,
Forbes
4:15 PM – 4:45 PM
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GOING LOCAL: WHEN IT’S TIME TO TRADE IN THE TRADE SHOW FOR A ROAD SHOW

What started as a stop-gap solution to a pandemic-era problem has transformed into a long-term strategy for many trade show marketers, and now many of them are hitting the road to bring their showroom to clients instead of hitting the trade show floor (for now, anyway). Go inside some of the programs that made the big pivot in 2020 to learn the upsides and challenges involved in taking the show to customers’ doorsteps. Understand the strategic steps involved in making a decision to forego a trade show (or postpone your presence at one), and how to weigh the risks versus rewards of choosing one strategy over another.
5:00 PM – 5:30 PM
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LESSONS FROM CISCO: HOW TO CREATE A KILLER FOLLOW UP TO YOUR FIRST DIGITAL EVENT WITH HIGH LEVEL TALENT AND ENGAGEMENT

In 2020, Cisco Live was one of the first large user conferences to go digital. Believe or not, they’ve just done it again—hosting their second digital Cisco Live conference in April. Listen in as the brand shares what it’s learned from the past year, from executing not one but two large-scale digital conferences. Understand what insights from the first event shaped the approach to the second, and what data and information you should look for as you plan your follow-up digital events. Get first-hand insights on changes across the entertainment and talent landscapes. Hear what type of talent and performances have been resonating best with digital audiences. Learn how to create fresh engagement strategies that build off the learnings of your first digital event.
Presented By:

Heather Henderson Thomas

Senior Manager, Cisco Live Event Experience, Sponsorship & Operations,
Cisco Live

Rick Whetsel

Vice President,
G7 Entertainment Marketing
5:00 PM – 5:30 PM
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SUPER-LOCAL ACTIVATIONS: MORE THAN A STOP-GAP, COMMUNITY EVENTS HAVE STAYING POWER

A lot of event programs pivoted to local community level when the pandemic hit, but many are discovering that these “temporary” solutions are actually powerful marketing strategies in their own right. In this session, we’ll dive in to learn how brands shifted their focus to smaller targets, and what they learned in the process. Get insights on how to plan and deploy a super-local campaign. Understand the nuances of engaging smaller audiences. And walk away with a new perspective on the value of community events.
Presented By:

Rachell Kerr

Senior Director of Experiential & Brand Marketing
Dairy Farmers of Wisconsin
5:45 PM – 6:15 PM
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EXECUTIVE PANEL: PREPPING FOR THE FALL… AND THE COMEBACK

Wrap up your day with a lively panel discussion on the topic that’s on most event marketer’s minds: how to navigate the fall—and the industry comeback. In this candid conversation, industry leaders will discuss their plans for the second half, and how they plan to develop a new-era communications checklists for their events and hybrid experiences that take into account multi-platform experiences, multi-location attendees, and of course, the big questions surrounding what to ask of attendees, how, and how to communicate health safety and security pre-event.

Sponsored by Freeman
Presented By:

Keitha Blackburn

Manager, Experiential Marketing,
Porsche Cars North America, Inc.

Glover Campbell

Client Marketing Manager, Event Experience,
Vanguard

Mahiri Wise

Program Manager-Cloud Developer,
Relations Events Google

Thursday | May 20

9:00 AM – 6:00 PM
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BONUS SESSION: THE 30 SMARTEST PANDEMIC-ERA ACTIVATIONS

As an EMS Summer attendee, you’re getting a bonus session on demand. Starting May 20th, you’ll have access to one of the highest-attended and rated sessions from the EMS Spring program:

THE 30 SMARTEST PANDEMIC-ERA ACTIVATIONS
Last year was tough, but it didn’t stop event marketers from finding innovative ways to carry on in the face of adversity. In this bonus session, the editors of Event Marketer will take you on a rapid-fire tour of the 30 pandemic-era programs that slayed… so far. Listen in and snag some fresh ideas.
*Note: This session will be on demand for 30 days, starting May 20th
Presented By:

Jessica Heasley

Group Editor and Publisher,
Event Marketer

Rachel Boucher

Executive Editor,
Event Marketer