The Power of Community and Peer Exchange

Short for time? Scroll to the bottom to discover the key takeaways. 

In a world where innovation moves fast and expectations are higher than ever before, real progress does not come from one voice at the front of the room. It comes from shared knowledge, lived experience, and a willingness to challenge the status quo.

That belief sits at the heart of Exceptional Experiences  - a curated programme within IBTM World designed exclusively for senior in-house event and marketing professionals. In 2024, 20 global leaders from brands including Amazon Music, Canva, TikTok, C2, Shark/Ninja, and Three gathered in Barcelona for a one-day deep dive into the most urgent themes facing modern event professionals.

This was not your typical programme. There were no generic panels or passive audiences. Every insight was peer-led and every discussion grounded in the real-world challenges of those in the room. Topics ranged from AI and tech to ROI, event design, and people and money.  But what emerged most powerfully was the value of community itself.

We have now begun announcing our 2025 guest line-up,  and we are excited to share the first confirmed participants:

• Jimmy Knowles, Global Head of Experiential, Canva
• Adam Walden,VP Marketing & Brand, Github
• Sophie Collins, Chief Marketing Officer, MPB
• Jesse Gainer, Vice President, C2
• Sarah Beatie, CMO, Fulham Football Club

These leaders bring bold thinking, real stories, and the collaborative spirit that defines Exceptional Experiences - and they are just the beginning.

Why Peer Exchange Matters More Than Ever

The events industry is evolving at speed. New tools, new formats, and new expectations are pushing us to reimagine what success looks like. Yet amidst all the innovation, one truth stands firm: people learn best from people like them.

That is why peer-led programming is more than just a trend, it is a transformation. When senior professionals share what’s working (and what is not) we go beyond theory. We get insight with impact. That means better events, faster and smarter strategies, and a stronger, more connected global community.

This is the difference with Exceptional Experiences: no keynotes. No hierarchies. Just honest, purposeful collaboration.

Inclusive Strategies for a Changing Audience

As audiences evolve, so must our strategies. Ageing workforces and older attendees are no longer an emerging consideration, they are here now. Designing inclusive event strategies for all ages is no longer optional, it is essential.

From lighting to layout, session formats to accessibility, today’s planners must think beyond trends and look at who is in the room, and what they truly need. That includes engaging older event attendees with content that respects their experience, offers flexible engagement, and invites their voice into the conversation.

The events of the future must speak to multi-generational audiences, with space for everyone at the table, because great ideas do not have an age limit.

Values Before Technology

Yes, AI is changing the game, and yes, event tech is evolving rapidly. But what came through loud and clear at Exceptional Experiences in 2024 was this: values must come first.

Event professionals are prioritising purpose before platforms. Whether it is sustainability, diversity, wellbeing, or ethics, attendees want to connect with events that reflect what they care about. That means ethical event planning is not a niche concern, it is the new baseline.

The rise of purpose-driven events is not about grand gestures, it is about considered choices. Transparent sourcing, inclusive programming and human-first experiences. That is what builds trust, and delivers real return on engagement.

Join the Global Conversation

At Exceptional Experiences, we believe the best ideas are already in the room, they just need space to be shared. If you are a senior in-house marketer or event strategist, this is your invitation to be part of something different.

In 2025, we will return with a new cohort, a new conversation, and the same bold mission: to co-create what is next for the global events industry. Applications are now open and we will cover all flights and accommodation for approved guests.

APPLY HERE to join the 2025 programme.

Be part of what’s next for business events.

Key Takeaways

• Peer exchange is essential for quickly improving strategies and event designs in a fast-moving industry.
• Community-driven conversations provide actionable insights over traditional hierarchical programming.
• Inclusive event strategies are crucial for engaging multi-generational audiences effectively.
• Purpose-driven events foster deeper connections by addressing key attendee values like sustainability and diversity.
• Exceptional Experiences creates a valuable platform for senior professionals to co-create the future of the events industry. 

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