PCMA’s Convening Asia Pacific successfully took place on November 10

Friday, November 13, 2020

The Professional Convention Management Association (PCMA)’s Convening Asia Pacific: The Global Recovery Forum brought together established and emerging leaders of the business events industry on November 10 in Sydney as well as digitally around the world, in order to talk openly about change, challenges and transformation, and lead the industry into a future of events that are engaging and entertaining experiences.

Jack Delosa, Founder, Chairman and Executive Director, The Entourage, discussed about the challenges faced by the event industry and stated that when one leans into a challenge it forces them to become better. He mentioned that it is not on the circumstance, but the strategy and how people choose to respond that makes all the difference. The forum opened with the inspiring message and welcomed over 500 people across 20 countries both virtually and at ICC Sydney.

The Event Model Evolution Panel featured Rebecca Hallett,Google Asia Pacific andAnna Patterson, George P. Johnson, who were broadcast from Singapore;Lucille Marie Essey,Jack Morton Worldwide who joined from New York; andBenson Looi, Utopian from Tokyo. The panellists agreed that event technology had ‘advanced 10 years in six months’, and stressed that success today requires the fusing ‘at the hip’ of creative and technology.

The panelists also predicted the end of ‘events’ and the rise of ‘experiences’, calling for producers to focus on delivering the three ‘Es’: Engagement, Experience and Entertainment, to break through in a hybrid environment. The audience heard from brand experience experts, event organisers, marketers, technology specialists and creators who were either in Sydney or beamed in from around the world and shared practical advice, strategies and results already achieved in a post-COVID world.

Demonstrating the intersection between live and digital were some of the regions brightest and best marketers, who took to the stage for Reinventing your Digital Marketing. The forum was moderated by Nicki Kenyon, Australian Grand Prix Corporation, and she was joined by Lisa Ronson, Coles, Anthony Gregorio, Saatchi & Saatchi Australia and John Broome, Australia Association of National Advertisers (AANA), as they discussed how digital marketing is fundamental for all events and brand experiences, and while the data derived from digital marketing is interesting, it is the insights from data that adds value.

The forum came to an end as Dr Jordan Nguyen, CEO, Psykinetic, shared his personal journey on making a lasting impact and the importance of driving forward by continuing to learn through reflection, reinvention and adaption. He shared that the people need right now is to thoughtfully adapt, using technology as a tool but not as a replacement for face-to-face relationships, in order to be successful in the post COVID-era. 

Karen Bolinger, Managing Director, PCMA APAC, said in her statement that the event delivered exactly what was needed to help individuals, businesses and the industry recover in the region. She shared that a research in APAC was conducted earlier in the year and discussions with planners were made to find out what their pain points were and what could be done to help address the issues. She shared that with the same thought in mind, APAC brought together highly experienced professionals to share their expertise with the audience as authorities knew that they also wanted to connect attendees with peers to gain insights and give everyone the chance to share their perspective on their challenges today and how they will overcome them.

She also mentioned that is their first hybrid event and to host it in Asia Pacific is a testament to PCMA’s commitment to the region as part of the Recovery Discovery journey on how they rebuild the industry. She also shared that the team is thrilled with the event and is looking forward to further address the topics and discussions covered here in APAC at PCMA’s global event – Convening Leaders in January 2021. She also thanked everyone who attended the events as well as the partners who contributed to the success of this event.

Geoff Donaghy, CEO of ICC Sydney, added that the venue was delighted to host the inaugural Convening Asia Pacific: The Global Recovery Forum in a COVID-safe environment. He mentioned that the Professional Convention Management Association and its members were welcomed at ICC Sydney for Convening Asia Pacific. He shared that by activating components of ASM Global VenueShield EventSafe Operating Guide, the venue were able to safely bring together the region’s top event professionals in a hybrid format, to facilitate the important discussion of the industry’s recovery.

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