Steal the show: what can business events learn from retail and sport?

Arran Cruickshanks, MD at creative agency mccglc explains how Wimbledon, the Olympics and the high street can help reinvent conferences and business events. 

Sporting events are absolute pros at creating captivating experiences that trigger emotion. High street brands have adopted many of the same techniques to create seamless omnichannel experiences. Why aren’t we seeing the same level of excitement and immersion in business events? 

Drawing on my expertise in professional sports plus the retail industry knowledge of mccglc’s Senior Designer Duncan Hurtley, we’ve been reimagining the conventional business meeting. 

So whether you’re spending the summer watching the Olympics or just hitting the summer sales, bringing lessons from retail and sports into your conferences, business events and launches is easier than you might imagine.