Mars Pet Nutrition, Global Leadership Summit 2024

The brief

A global strategy summit to align senior leaders around the 2030 vision and key business priorities, galvanising engagement in business strategies and plans that will ultimately deliver value to pet parents, worldwide.

Lemon Lane was engaged to deliver the end-to-end strategy, creative, logistics and production experience for the summit, with clear objectives and a robust measurement framework embedded from the outset.

Our approach

The setting for the event needed to support focused discussion, strategic thinking and meaningful connection.

We consulted with the client to deep dive into their business and audience and developed creative strategies to drive deep resonance with all event experiences and content.

We selected venues designed to accommodate premium and high-impact experiences for all attendees.

We designed environments to immerse delegates in the brand and business – helping content to truly sing – and enabling robust collaboration and networking. The agenda was shaped to balance structured working sessions with facilitated conversation and hands-on workshops. Carefully designed moments of creativity and connection helped to deepen relationships and drive momentum for the road ahead.

We measured everything, providing the client with a comprehensive assessment of the impact of the event on brand, business and behavioural goals, as well as our assessment of event sustainability – and recommendations for improvement of future events. Oh, and of course our furry friends were invited too!

Can you believe it – we MADE it! We could not have made it through our first ever PNLC summit without each one of you. We know it’s been a long runway to get here – and the positive feedback from our leaders is overwhelming and still flowing in. Know that we saw the herculean efforts of all of your team and we honestly can’t thank you all enough for everything.

Senior Director for Strategic Business Communications

The Result.

Thanks to our experienced crew and a lot of hard work, this high-impact global summit didn’t just deliver the ‘wow’ factor, it set a new standard for leadership events.

Together with extensive attendee qualitative feedback, the results say it all:

89% of attendees rated the event highly for value
86% felt aligned with Mars’ strategic goals, a significant uplift from 77% pre-event.

To understand the true impact of the summit, we first needed to understand the business. That meant spending time with the leadership team to get under the skin of their objectives—not just for the event, but for the year ahead and beyond.

Only then could we shape an effective measurement framework—one that would assess whether the summit delivered on its goals, establish a benchmark for future events of this kind, and generate insight to inform continuous improvement.

Our approach included both quantitative and qualitative methods, before, during and after the event:

Pre-event registration questions to get an early read on audience mindset

Post-session polls to gauge the perceived value of each session

Real-time event team observation within each event experience

Post-event survey designed to track perceived value, mindset shifts and intended behaviours (mirroring the pre-event questions for comparison)

TRACE evaluation of the event’s Co2e footprint

All findings were consolidated into a comprehensive post-event report, combining detailed analytics with strategic insights. This included session-level feedback, behavioural trends, mindset shifts, and carbon impact—providing the Petcare team with a clear picture of the event’s effectiveness and a practical toolkit for shaping future leadership engagements.