Experiential Marketing Summit 2017 Chicago
March 17, 2017

5 Sessions We Can’t Wait to See at the 2017 Experiential Marketing Summit

The annual Experiential Marketing Summit is a staple in our calendar. Hosted by Event Marketer magazine, the summit explores the latest experiential marketing trends, insights and case studies, presented by senior-level event executives from Fortune 500 companies.

From May 3-5 at McCormick Place, the three-day conference is expected to draw more than 2,000 attendees – including agencyEA team members. In preparation for this year’s summit (also its 15th anniversary year), we’ve curated a list of the sessions we’re looking forward to most:


1. McDonald’s B2B Events Field Trip

McDondals corporate office


May 3, 2:30 pm

Just when we thought field trips were just for kids, EMS attendees have the unique opportunity to visit McDonald’s downtown digital offices for a dynamic master class on how the 62-year-old brand is reinventing itself through live and digital experiences. Lisa Fingerhut, Digital Communications Lead, is slated to share how McDonald’s is bringing its new vision for the future to life through events. Bonus. The field trip makes stops at the drive-thru. #illhavefrieswiththat


2. Our Proud-Parent Moment

Intuit Quickbooks Connect conference


May 5, 3:00 pm
AgencyEA’s own Kristin Barbour will present with Bridget O’Brien, Director of Marketing at Intuit, on how the 2016 QuickBooks Connect event facilitated meaningful connections for 6,000 small business owners, entrepreneurs, accountants and developers through both digital and traditional activations. The session, titled “The B-to-B Marketer’s Guide to Driving Better Attendee Networking,” will explore how techniques like themed meetup groups, custom sets, a Tinder-style networking feature and robust NFC integration enhanced the attendee experience. #swiperight 


3. Southwest Airlines on Transforming Employees Into Advocates

Southwest airlines employee engagement


May 4, 11:15 am
As experts in employee engagement and internal meetings and events ourselves, we’re jumping at the chance to hear from Southwest Airlines on the same topic. Leslie Shults, Manager-Culture Services at Southwest, will take EMS attendees inside Southwest Airlines’ Rally Event to get a taste of the strategy, design and technology that rallied its global employee base into powerful brand advocates.                                                 


4. HP on Event Habitats

HP shareable environment design


May 5, 10:45 am
Shareable environment design isn’t a fading trend, and HP is at EMS to prove it. Their session will explore HP’s new storytelling philosophy that takes its products off pedestals and instead places them in “natural habitats”—immersive eco-systems where customers can experience the brand like they might in their everyday lives. Jane Culcheth Beard, Head of Tier 1 Events at HP, will explain why creating context is now king, and how it’s rolling out this new methodology across its event portfolio.


5. Google I/O on Reinvention with Intention

Google I/O conference


May 5, 11:45 am
Google maintains its commitment to reinvention and innovation in everything it does – including events. And it pays off. When the brand moved its annual developer conference from a standard convention center to an outdoor amphitheater, it resulted in the brand’s most successful event to date. Google Events Marketing Manager Amanda Matuk will take us on a tour of I/O’s vibrant, festival-style environment, and share the steps Google took to ensure a seamless attendee experience.


Are you attending EMS this year? Let us know! We’d love to meet you. Staying home? Don’t worry. Subscribe to Creative Fuel to receive updates, insights and lessons from EMS 2017.



Interested in learning more about our speaking session at EMS 2017? Check out the full press release here and take a look at the Quickbooks Connect case study for a more in depth view of our work with Intuit.

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About the Author

Claire Holland

Claire Holland

Snorts when she laughs, even if it means embarrassing herself in a room full of colleagues. As EA’s Director of Marketing Communications, she never takes herself too seriously, that is, until it comes to driving measurable results for agencyEA’s brand.