Exceptional Experiences is making its return to IBTM World 2025, with WeTransfer, Canva, Shutterstock, Amazon and UTA among industry heavyweights due to share their insights and expertise when the event industry trade show returns to the Fira de Barcelona 18-20 November.
Unveiled at the 2024 show, this year’s Exceptional Experiences will launch with a keynote address by author B. Joseph Pine II. Split into two parts, the first, on day one of IBTM World, will bring together senior executives and influential leaders – including Motorola, Uber, Smartly and Microsoft – for an exclusive, invite-only workshop. The second, on day two of the show, will see industry trailblazers share their knowledge in the Exceptional Experiences Forum – a series of dedicated education sessions open to all.
Joseph Pine II’s keynote address will explore the ‘transformation economy’. Building on insights unveiled in his first book on the experience economy, he will reference his upcoming book, ‘The Transformation Economy: Guiding Customers to Achieve Their Aspirations’, to reveal how event experiences are evolving, and attempt to equip attendees with the tools they need to design events that connect deeply and deliver greater value in the ‘transformation economy’ era.
Other speakers taking to IBTM’s Main Stage include Canva’s global head of experiential, Jimmy Knowles, who will take a deep dive into winning the eyeballs, attention and loyalty of the digital-native and social-first Gen Z and Alpha generations.
In the session titled ‘It’s a match! The psychology of meaningful connection’, Shutterstock’s global head of communications, Lori Rodney, will join forces with C2’s VP for growth & partnerships, Jesse Gainer, to give attendees the lowdown on intentional networking – from facilitating serendipity and bonding with delegates pre-event to maintaining a long-lasting bond post-event.
Senior vice-president of marketing at WPP Ella Weston’s session, ‘The most expensive selfie wall you’ll never build again’, delves into 10 key B2B marketing trends, providing real-world examples of how leading brands are shifting from awareness-first to growth-driven experiential marketing.
And behavioural scientist, Lea Karem, and event psychologist, Kelly McCormack will lead a discussion about how people are changing and how these new behaviours are affecting the way they interact.
Closing the Exceptional Experiences Forum is Hesta Prynn –DJ, radio host and licensed therapist who is bringing her signature ‘inner mix’ experience to the IBTM Main Stage for the first time. Fusing music, psychology and neuroscience, Hesta’s interactive session is designed to transform how attendees think, feel and connect as they break through stress, reconnect to their own voice and create a clear vision for what is next.
Claudia Hall, IBTM World exhibition director, said: “At its heart, Exceptional Experiences is about unleashing the collective creativity of our industry. It’s a space for daring ideas, for learning from the brightest minds, and for discovering new ways to design experiences that inspire transformation and growth. Together, we’re building a future where events don’t just deliver impact – they create magic.”
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