Event Marketer Summer 2023 - 111

EXPERIENTIAL IN COLOR
NITU DESAI >> Director of Production | Idlewild Experiential
The Bragging Rights: Desai describes herself as having both a strong analytical side that enables her
to think strategically and build robust budgets, and a creative side that craves expression and enjoys the
arts. At Idlewild Experiential, Desai finds joy in connecting with a driven, creative and purposeful team of
collaborators that prioritizes " belonging over buzz " and approaches everything with intention. A standout
project for Desai is the HBCU Homecoming road show tour produced for Gilead Sciences Inc. in 2022.
Over eight weeks, they activated at nine HBCUs across seven states, amplifying Gilead's commitment to
advancing health and Black equity.
" When my niece asked
me to speak at her
fourth grade Career
Day, it was a powerful
reminder of why I do
what I do. It reaffirmed
my passion for my
work and reinforced
my commitment to
paving the way for
future generations. "
What do you love about this industry?
What I absolutely love is the ability to create immersive experiences that evoke strong emotional reactions.
Every production we work on has the power to touch the hearts and minds of not only the guests, but also
everyone involved in bringing the event to life. Regardless of how many events I've been a part of, there's
always a sense of anticipation and excitement as the doors are about to open. Each person's unique reaction
to the experience is what makes this job so special.
Who or what inspires you?
The people who inspire me the most are my grandparents and parents. Growing up with them and witnessing
their journey has had a profound impact on me. They immigrated to the U.S. with limited resources
and faced numerous challenges, yet they worked hard to build a life for themselves and our family. Their
resilience, determination and ability to overcome adversity serve as a constant reminder that I, too, can
achieve my goals and dreams.
How can the industry better encourage employees to bring their true selves to work?
I think leadership plays a crucial role in setting the tone for authenticity. When leaders demonstrate vulnerability, share their own experiences and
embrace diversity, it encourages employees to do the same. Another important aspect within an organization is creating a safe and non-judgmental
environment where employees feel comfortable expressing their opinions, ideas and identities.
MONICA DIGIOVANNA >> Experiential Marketing Lead | Spotify
The Bragging Rights: With more than 11 years of event experience, DiGiovanna has cultivated a
strong foundation within the corporate event industry and developed a curated eye for design. As a lead on
Spotify's experiential marketing team, she focuses on owned events that celebrate the brand to build awareness
and affinity. In the last year, DiGiovanna has executed a multi-faceted 360-degree activation at VidCon,
a Coachella after-hours party in collaboration with Swedish House Mafia, a content studio and artist lounge
at the Latin Grammys, and Spotify's first-ever consumer-facing celebration of Wrapped. Currently, she
works on events focused on Black and Latinx Gen Z audiences.
Greatest lesson you've learned so far in your career.
In the words of Chinese philosopher Lao Tzu, " Life is a series of natural and spontaneous changes. Don't resist
them; that only creates sorrow. Let reality be reality. Let things flow naturally forward in whatever way they
like. " From the inevitable smaller-scale hurdles we face daily in live events to the immense impact of a global
pandemic, experiential marketing has taught me that the only constant in life, career included, is change.
What traits do you admire in a manager?
Some of the most effective traits I have encountered are those that allow me to feel empowered to learn,
grow and live up to my full potential: mutual respect, offering support and guidance when navigating difficult
situations or conversations, and giving room to make mistakes in order to learn from them. Celebrating
differences and encouraging me to show up as my authentic self have also given me the confidence to trust
myself and appreciate the unique perspective I bring to the table.
that's got your attention:
An experiential trend
" Celebrating diversity and
incorporating 'third culture'
nuances for audiences of color.
For example, the Japanese
gacha machines Spotify
recently incorporated at the
Head in the Clouds Festival. "
Where do you predict the industry will be in the next five years?
I predict that experiential marketing in the next five years will continue to hyper-focus on sustainability and incorporate more eco-friendly practices
from concept ideation to execution. Sustainability is a major initiative for Spotify and one that my team specifically strives to implement and spread
awareness of on a wider scale.
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EVENT MARKETER SUMMER 2023
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