Event Marketer and MRD December 2022 - 81

20-YEAR ANNIVERSARY
" Over the last several months,
my team has been able to bring
back in-person tentpole events
that we haven't been able to host
since early 2020. For example, we
were able to host our annual Hispanic
marketing forum called Leading the Change
this past November, which we produced
virtually the last two years. The excitement
to gather together and celebrate together was
palpable. "
-Jitter Garcia, VP- Event Marketing and Brand
Experiences, TelevisaUnivision
2022
" Scarcity brings clarity... That principle will
stay with us. "
-Soo Young Kim, Head of Global Brand, Programs
and Experiences, YouTube Marketing
" Content is no longer king. Context is. I don't
need a meeting for content. I can Google or
YouTube anything I need to learn today. I do
need the meeting environment, however, for
context. "
-Michael Dominguez, then CSO, MGM Resorts
International (now President & CEO Associated Luxury
Hotels International)
" [Events will] continue to be on
par with where we have been, to
be honest. The idea of in-person
live experiences and trading
goods and services has been
around since the ancient Greeks and will
" I started in this business at JWT
working on the Ford Business,
supporting programs like Fusion
Flash concerts and Hurra Torpedo.
It instilled in me early on that event
marketing, a rich customer experience
with extensions, is how to succeed in this
business. I took this success to Chevrolet
with the Corvette Stingray 2nd Gen Volt
launches and into everything we've been able
to accomplish at Buick the past seven years.
When experiential marketing has a seat at the
table-can collaborate with media, content and
social media teams-the results are significant
for brands and the new customers it yields. "
-Anthony Biondo, Marketing & Operations
Manager, GM Strategy & Innovation
2022
" Marketing is not a case of money. It's a case
of having a good idea. "
-Peter Boyd, then VP-Promotions & Partnerships, Virgin
Mobile (now Lecturer, School of Management, Yale)
continue. Obviously, design, build, materials
and unique brand experiences will continue
to evolve, but the core promise of in-person
relationship building, learning and business
meetings will still be the same as a practice.
Will there be a virtual component as an
evergreen component? Sure. But not for sales
or closing business-more for learning and
development. "
-Emmanuel Gotsis, VP-Global Event
Marketing, OwnBackup
2022
" In a moment when people are in need of
help, if you don't use your brands to help
people or to reach out to people, it's a missed
opportunity-it's a mistake. All of the brands
who I think market well, including during the
pandemic, they always started by not being
selfish and greedy, and instead, focusing
on the people and communities they serve
and coming up with something they can
contribute to in a moment of crisis. "
-Fernando Machado, then CMO of Restaurant Brands
International (now CMO at Activision Blizzard)
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WINTER 2023 EVENT MARKETER
81
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Event Marketer and MRD December 2022

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