Mars Petcare, Growth Summit 2024

The brief

When our client asked us to organise a global conference to rally their team, celebrate attendee achievements, and inspire the next generation of marketing leaders, the challenge was clear. The objective was to create an event that would not only align with their strategic goals but also set a new standard for sustainability. With a hybrid design, the conference needed to connect 130 in-person attendees and up to 900 virtual attendees across a 3-day period.

Our approach

Our focus was to deliver a cohesive and engaging experience that felt unified across all formats. We worked meticulously to ensure that the event would seamlessly blend physical and virtual elements, making every participant, whether in person or online, feel integral to the overall experience.

To achieve this, we designed a hybrid event that emphasised digital integration and sustainability.

This involved:

A Unified Experience: We crafted a single event identity that flowed across all touchpoints, from the venue to virtual platforms.
Sustainability Focus: We encouraged vegetarian options to support green initiatives and implemented a menu designed around seasonality and reduced waste.
Technological Integration: Leveraging digital tools to minimise printed materials and enhance interactivity, including a tailor-built app for streamlined event management.
Local and Authentic Touches: Despite the hybrid format, we ensured that local elements were integrated, such as regionally sourced food and interactive event hubs.

“You guys are the most creative, detail-oriented, and professional event company I’ve worked with in my career. Aside from the excellent production and creativity, every member of your on-the-ground team is always ‘on the ball’, delightful to deal with, and usually 10 steps ahead of us when anything needs doing in the moment (a real credit to your company). I don’t take that for granted, and it makes for an invaluable partnership.

Helen

VP of Corporate Affairs & Sustainability

The Result.

The event was a resounding success, achieving its objectives and setting a benchmark for future initiatives:

Survey Feedback: Attendees praised the engaging content and seamless integration of virtual and in-person elements.
Sustainability Achievements:
- Meals Catered: Over 1000.
- Vegetarian Options: 67% of guests opted for vegetarian meals, and no red meat was served.
- Carbon Footprint: Total footprint was 586.09 tCO2e, with sustainability measures in place to reduce impact.
Event Engagement: The DJ kept the dance floor lively, and the awards celebrated inspiring new leaders in marketing.