About The Client

Our client is a global producer and marketer of food, agricultural, risk management, financial and industrial products and services. Founded in 1865, this privately held company employs 142,000 people in 65 countries, making it one of the largest privately-owned businesses in the world.

The Challenge

It was critical to distinguish our client’s event from the many other C-suite risk management forums competing for the attention of the audience, which included financial and procurement leaders from many of America’s most well-known food companies.

The event branding, marketing communications and meeting content needed to be compelling enough to attract this in-demand, C-suite audience for a two-day summit on the campus of our client’s headquarters.

The Solution

The event theme, On Managing Risk, spoke to our client’s experience and unique, global perspective on managing agricultural commodity price volatility, and distinguish the event from other executive level forums.

We provided a creative brief detailing the tactics and timeline of the engagement campaign. Shortly before the Save the Date announcement, we learned that the client planned to roll out a new corporate identity that would be in place by the time the event occurred. We worked with their agency to secure their brand guidelines and redesigned all the event collateral to align to the new identity. In fact, the marketing communications for On Managing Risk debuted the new corporate identity.

Meanwhile, our planning team carefully scrutinized everything from meeting venue, set design, hotel options, security, event & registration technology, attendee engagement, gifts and more to ensure that the overall experience stayed focused, on brand and on target to impress this top tier audience. Our attention to detail allowed our client to focus on their event content and obtaining speakers from their offices around the world.

Leading up to the event, we personally contacted each guest to review their registration and ensure their needs were met. Because of the nature of this high-touch group, we provided a 1:10 staff to guest ratio, which guaranteed a white glove attendee experience.

The Outcome

The client was pleased with the turnout, as 100 people attended the event. They received excellent feedback from the audience, who indicated that they found high value in the summit and would attend a future event of this kind – a significant win given the time constraints of this busy audience. Corporate leadership was equally proud of the event, which also received high marks in internal review.

A mobile app captured real-time responses from the audience and the meeting was also produced as a teleconference throughout multiple global locations, thereby reaching the widest audience.

The icing on the cake? Creative Group delivered the event under budget.

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Designing A VIP Experience

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