Corporate Innovations

The Brief
To devise and deliver Trend Micro’s annual EMEA Partner Conference & Executive Summit in a prestigious destination and venue. It should provide access to industry renowned speakers on current hot topics and industry trends where Trend partners can network.

The Challenge
The conference was named Directions 2013 Executive Summit with Istanbul as the destination on 11 – 13th June. Unfortunately there was political unrest in the capital at that time so on 3rd June, after a significant clash between police and anti-government protestors in Taksim Square, the decision was made to postpone the event.
Trend Micro still wanted to assemble the attendees before the end of 2013 so the challenge was on to inform all the attendees quickly and efficiently while we researched a new venue that met all the original criteria with little or no drop-out rate and without increasing cost.

We understood that maintaining high levels of delegate engagement was imperative so we suggested that the one venue format be changed and to take Directions to the people and have three separate events, in similar high level destinations and venues.

Luckily our extensive research showed that many of our attendees would be attending; the Gartner Summit in London and the Chip to Cloud Security Forum in Paris during September. Combined with Trend’s thoughts; London being a significant business base, Paris an important conference destination, and the need to cater for emerging markets, Dubai was the politically correct choice.

So the Executive Summit transferred to the Savoy Hotel, London and the Hotel Scribe, Paris in September & The Address, Dubai Marina in December.

Fortunately we were able to re-secure many of the original speakers including the Top Secret Guest Speaker for the London event, Baroness Eliza Manningham-Buller, former Head of Mi5 2002 – 2007. The Directions invitation included dinner and overnight stay so guests could continue to network into the evening.

“At Trend we have used CI many times over the last seven years to support our marketing function by creating and delivering, customer and partner conferences. They have always been innovative in their thinking and professional in their delivery. They have integrated a digital aspect whenever possible to help increase engagement which we have appreciated as this has increased our ROI. On this occasion CI excelled themselves, rescheduling into three separate events so smoothly in such difficult circumstances.”
Head of EMEA Product Marketing, Trend Micro