Leading an Executive Conversation on Global Event Strategy at EMS 2025

For event leaders navigating today’s complex global landscape, the Opus Agency-sponsored Think Tank at Event Marketer’s EMS 2025 yielded incredible insights on international event strategy. 

As industry leaders gathered for the annual event marketing summit, Opus Agency brought together top experiential minds for a deep discussion on global strategy. Representing Opus Agency, EVP of Strategy and Solutions, Brent Turner, sat down with seven B2B event leaders:

Jasmin Dave, Senior Director, Corporate Events, NVIDIA

Elizabeth Gilstrap, VP, Strategic Events, Salesforce

Michelle Hughes, Senior Manager, Conference Attendee Experience, NVIDIA

Keri Ibbitson, Director, Scientific Engagements and Events, Danaher Corp

Michelle Martin, Senior Director, Marketing, 4DMedical

Dan Preiss, VP, Experiential Marketing, Dell

Kelsey Schneider, Director, Global Events and Experiences, GE HealthCare

Together, they explored how they’re managing economic volatility across their global event portfolios. Seventeen key predictions and takeaways surfaced:

The “T‑Word” Will Impact Global Expansion
Tariffs have shocked the industry into a new era of unpredictability not experienced since the pandemic. Supply chain disruptions are forcing event leaders to rethink which global markets remain viable and how to execute within them effectively.

Regional Suppliers Will Become a Lifeline
Local vendor relationships are now critical strategic assets. As global supply chains remain volatile, regional partners can provide essential resources.

There Will Be Speaker Roster Shakeups
International travel fluidity is changing. Smart event teams are now factoring in border crossings, visa requirements, and immigration status when building speaker lineups.

Cultural Relevance More Important Than Ever
Simply translating content isn’t enough. Events require genuine cultural customization through storytelling and personalization.

Understanding Buying Behavior Differences Is Imperative
Buying behaviors often change from country to country. Global market expansion requires a deep understanding of the nuances. 

Just Say No to The Traditional ‘Event in a Box’
A repeatable, plug-and-play event model may seem tempting, but does it reach the level of localization needed to be successful?

Just Say Yes to The Event in a Box ‘Concierge’
Consider a regional event concierge who guides your local team and helps drive success while embracing cultural nuances.

Embrace the New Roadshow Strategy
B2B teams are leaning into smaller, local, and regional events that bring the experience to the attendees. 

Global Regions Offer More Decision-Makers
Regional events attract broader organizational representation, with companies willing to send more employees compared to large, single-market tier one events.

Collaborations and Co-Locations May Be a Way Forward
Event leaders are exploring never-before-done collaborations to share hard costs and risks. Instead of fighting for venues, they are considering co-hosted events.

Internal Collaborations Will Also Be Key
Successful global events require cross-functional partnerships with local field marketing teams to identify synergies and maximize impact.

Anticipate Tough Conversations With Stakeholders
Executives may not fully grasp today’s event challenges. Leaders must redefine success metrics and set realistic expectations. 

An Event May Not be the Answer
Strategic consultation sometimes means saying no to event requests. Effective leaders help internal teams understand when alternative approaches will better achieve their goals.

There Are More Pivots Ahead
Just when we thought we’d retired the “pivot” mentality, it’s back with new urgency. Event marketers must adapt to rapidly changing material availability and embrace modernized approaches to planning, fabrication, and execution.

Proactive Budget Increases Will Help You
Price volatility requires financial foresight. Fortify your budgets now with a 20% buffer to navigate unpredictability. 

The ‘Global South’ Will be a Future Engine
Population growth and innovation are shifting to the Global South, and our global event strategies have to evolve accordingly. 

You Should ‘Never Waste a Crisis’
As with any challenge, the industry has an opportunity to modernize and innovate. We’re now at an inflection point; let’s get creative. 

The conversation also highlighted emerging international growth markets in LATAM (namely Mexico and Brazil), Canada (Toronto and Montreal), and APAC (Indonesia, Malaysia, Vietnam, and Singapore). 

Event Marketer published a comprehensive article featuring all 17 insights from the exclusive conversation. Read the full article here to dive deeper into each takeaway.