IMEX Group Team at the Eventprofs Creators Lab in Warsaw

Suzanne-Medcalf-Sophie-Pink-Laboratorium-Tworcow-Eventprofs-Creators-Lab

On 22 January 2025, Warsaw hosted representatives from the IMEX Group: Suzanne Medcalf Mulligan, Sophie Pink, and Will Duffield. The visit was organised by the Polish Tourism Organisation – Poland Convention Bureau (POT PCB) and featured a presentation by IMEX experts at the “Eventprofs Creators Lab” event, held at the Copernicus Science Centre.

The guests represent the IMEX Group, organisers of the IMEX trade shows in Frankfurt and Las Vegas. The team is responsible for IMEX’s digital marketing and content creation related to the trade shows and the meetings industry. In addition to their presentation at the “Eventprofs Creators Lab” the visit also provided an opportunity to produce visual content, including photos and short-form videos for Instagram, presenting Warsaw as a destination for international events.

IMEX’s official Instagram profile can be found at instagram.com/imex_group nd their company page on LinkedIn at linkedin.com/company/imex.

During the presentation at the Copernicus Science Centre in Warsaw, Suzanne Medcalf Mulligan (Head of Engagement) and Sophie Pink (Digital & Social Media Manager) shared global trends in digital marketing and insights from IMEX Group’s experience as organisers of leading international trade shows. The experts emphasised the importance of building an engaged community through authenticity, storytelling, and the effective use of platforms such as Instagram and LinkedIn. They also highlighted how music and dance strengthen relationships and create positive emotions within the IMEX community.

“Our presentation as experts at the conference in Warsaw was an incredible experience. The dynamic and creative atmosphere in the Polish capital perfectly aligned with our presentation on community building through marketing. We are always guided by the principle of authenticity – whether we are engaging team members as thought leaders or highlighting the unique characteristics of the events industry through engaging content. This approach builds trust and strengthens the connection with our community, which forms the foundation of everything we do. At IMEX, we don’t just create content – we focus on authentic engagement that connects people and celebrates our shared passion for the events industry. We use social media as a tool to continually engage our community throughout the year, reflecting what they can expect at our trade shows in Frankfurt and Las Vegas, as well as the benefits of being part of our network,” said Suzanne Medcalf Mulligan, Head of Engagement at IMEX Group.

“My advice for event professionals is to really understand your brand. Social media only works when you are clear about your identity and remain true to it. Be consistent in your messaging, whether through videos, photos, or written content. Authenticity is key. When you communicate transparently, you build stronger relationships with your audience,” added Suzanne Medcalf Mulligan.

“I was asked in Warsaw for advice for those just starting out with social media. My answer is to analyse the social media profiles of brands that inspire you. Look at their content and find ways to adapt it to your own needs. Social media is a marketing communication channel where you can express your brand’s personality, so don’t be afraid to experiment and try new things. Instagram, LinkedIn, and YouTube are essential tools for businesses in the MICE sector. Instagram provides everything you need at your fingertips – from photo and video editing to adding effects. These platforms are excellent for companies with limited resources (time, team, budget) because you don’t need expensive equipment to start creating great content,” said Sophie Pink, Digital and Social Media Manager at IMEX Group.

The third member of the IMEX team present in Warsaw also shared his insights. Will Duffield, a videographer and photographer, spent four days in Warsaw taking photos and creating short-form videos for IMEX Group’s Instagram.

“My advice for anyone looking to improve their photography skills is simple: focus on lighting and composition. Lighting is crucial – more light allows the camera to capture more details. And when it comes to composition, don’t limit yourself to what your eyes see. Think about framing, angles, and the story you are trying to tell. Whether you are using a phone or a professional camera, the principles remain the same.”

“When shooting video, especially in short formats like Instagram Reels or YouTube Shorts, it’s crucial to choose the right shots and pair them with appropriate music. A dynamic, fast-paced track can add energy, while a slower, more emotional piece can create a reflective mood. But it’s also important to remember that long-form video content still holds value, especially when it comes to engaging loyal followers. Short videos grab attention, but deeper storytelling in longer formats keeps your audience engaged with your brand,” concluded Will Duffield.

The Eventprofs Creators Lab with the IMEX Team was part of an event organized by the Polish Tourism Organization at the Copernicus Science Center in Warsaw. Details here: POT PCB recommendations for 2025-2026 presented.

About the project

On February 28, 2023, the Eventprofs Creators Lab project (Laboratorium Twórców in Polish) was launched in Warsaw. This educational initiative by the Poland Convention Bureau is aimed at professionals within the meetings industry. The project’s goal is to professionalize the Polish meetings industry and create compelling content for international audiences, showcasing Poland as a highly attractive destination for hosting events. The name of the project refers to a creative space designed to provide experts, resources, tools, and support for individuals or teams involved in creating various types of content, such as videos, images, music, text, graphics, or other forms of digital media. The project supports content creators and those responsible for marketing communication, helping them produce high-quality content. Over almost two years of the project, over 800 people benefited from training, workshops and online consultations.

#IMEX25 #PolandCVB #EventprofsLAB

IMEX Group Team in Poland: Three Days Full of Inspiration in Warsaw

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