IBTM World reveals second keynote speaker as it prepares for return to Fira Barcelona

Industry trade show IBTM World returns to Fira, Barcelona, 28-30 November, with organisers announcing a second wave of key speakers for its conference programme. The second keynote for Day Two of IBTM World will be Lars Silberbauer, global head of brand, marketing and digital at the International Olympic Committee. In his presentation titled: ‘Building cultural legacies amidst disruption: lessons from LEGO, MTV, and the Olympics’, he will provide insights into how such brands have built thriving communities in an era of digital distractions and global challenges. Developing communities  Two complementary sessions on community building will take place on the Main Stage in the afternoon of Day Two. In ‘Give the people what they want: Think you know your customer? Think again’, three seasoned marketing professionals who have represented major brands such as Amazon, Twitter, Google, Facebook, the Match Group, GQ and WIRED will share their 360-degree marketing strategies and reveal how they engage attendees before, during and after events to create thriving communities that boost engagement and conversion rates. In the second session: ‘Communications and content strategy for 21st Century event businesses’, expert event marketers will discuss the evolution of event marketing for long-term business growth. Charlotte Williams will be joined by Todd Hansen, executive producer, Web Summit, and Ella Kieran, SVP marketing and director of WPP’s Innovation Camp, Stream, to explore the art of creating a perfect communications plan and building an organic co-opted community while moving away from sales-driven marketing. Culture creators On the final day, IBTM World will unveil its ‘Culture creators’ report during a panel discussion featuring prominent event planners from the industry. The report titled, ‘The world’s best business events (and the people who create them)’, is intended to serve as a global temperature check on the MICE industry, and delve into the experiences, challenges, and aspirations of event professionals in the new world of work. Claudia Hall, newly appointed event director, IBTM World, comments: “Developing engaged and passionate communities around the events we create is so important. In this age of increased distraction and disconnection, proving a space for delegates to come together and share ideas, spark discussions, and move business culture forward, is essential. That’s why community is a key thread of this year’s conference programme at IBTM World. It’s our aim to empower attendees with the knowledge and tools they need to create year-round connected communities for their own events.” Both the Welcome Party & Networking Hour will return at the show and will be open to all delegates with complimentary food and beverages. Another favourite, Club Night will return to Opium, with delegates able to gain access with their IBTM World badge. The Workplace Revolution feature will also offer a unique space that encourages attendees to connect with peers and inspirational figures in a relaxed, campfire-style setting. For more information, visit: https://www.ibtmworld.com/