The Lego Group
CEEMEA Senior PR & Event Manager

Andrea Faflíková

Role of events in marketing strategies. Events as a tool for content creation

November 17 — h. 14:30 - 15:15

This session is about the importance of internal selling-in processes for events. Reasons “for” and “against” organising events. Designing more effective events with clearer results. Creating content that matters. Test – measure – evaluate approach as a must. What will you know afterwards? As a result of attending this session, you will gain insights in the role and value of events in marketing strategy and the way marketing managers approach events. You will also get to know what are the clients’ needs and objectives for organising events and a better understanding of how to increase the effectiveness of events.


In 2000, Andrea joined Euro Rscg/Havas, based at the international communication agency’s Prague offices in the Czech Republic. Within a few years, she became head of the agency’s Corporate Communications unit. After almost a decade working in advertising, Andrea joined a newly formed team within the Czech Football Association as managing director of a business unit supporting youth football. At that time, she graduated in Football Management at the University of Lausanne, a special programme developed by Uefa. She currently works at the Lego Group and is in charge of setting PR & Event strategies in Central Europe, the Middle East and Africa (Ceemea). In addition to participating in various PR & Event juries, Andrea was appointed Bea World 2017 Jury President.

Andrea in few Tweets

  • My passion in life is… football.
  • Others say about me that… I make things work. (a quote from a colleague)
  • My biggest challenge is… to handle my health.
  • An event deserves a best of the world award, if… a well-set strategy meets professionalism, creativity and innovation.
  • Creativity in events means… being able to take risks and present ideas & concepts in new forms with a surprising twist.
  • I share my knowledge at Bea World because… I want to ease others´ journeys and want to hear other people´s opinion and feedback.
  • In my session you will learn… insights in the role of Events in marketing strategies and how to strengthen the position of events in the marketing mix.
  • My best advice to event planners is… to think about events as a strategic discipline that enhances businesses.
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