Creative Director & Founder

Patrick Roubroeks

From storytelling to storydoing

November 17 — h. 15:45 - 16:30

The session will be a two-way conversation as well as presentation in which we will share how events can create sustainable content for a brand. During this session, the importance and added value of storydoing and thereby events in the marketing mix of influential multinationals’ is shown. Moreover, the benefits of co-creation between the agency and the client, as well as the audience will be exposed. Within this changing world of communication, the interests of businesses are shifting. Advertising agencies are becoming corporate consultancy companies; media agencies are turning into producers and producers are changing into publishers. And most of all, event agencies are more and more seen as advertising agencies. Everyone is looking for direct contact with consumers. Our industry has the unique chance to make use of this trend. Our role within the communication mix will become more and more important. The life of live has no limits. Take-aways: What will delegates learn that they can apply afterwards? As a result of attending the presentation you will know how to create momentum, impact and content for brands and people. This will grow “our” business, create awareness, engage your audience and increase brand loyalty.


Patrick Roubroeks went enthusiastically through his high school period in his hometown Roermond. After
high school he studied in Tilburg where he achieved his Bachelor’s degree at the Academy of Journalism. In
the subsequent years he followed different courses such as Production for Television and Executive
Producer at the Media Academy in Hilversum. Patrick also participated at a Management course at
Krauthammer International. After his internship at the NOS department sing and dance, he continued
working there to build the following career:
1988-1995 NOS Editor Producer
1995-2001 IDTV Arts & Events Executive Producer
2001-present Xsaga Creative Director / Founder
Patrick Roubroeks has a curious and creative look to the world around him. He sees and grabs
opportunities where someone else wouldn’t see them. He combines and switches effortless between the
world of events and the world of marketing communication. Roubroeks is an advisor in the world of art and
culture and he also writes monthly columns for several professional journals. Since a couple of years
Roubroeks is board member of De Grote Prijs van Nederland, chairman of the board of the Amsterdam
Poëziefestival and board member of the ADCN.

Patrick in a few Tweets
My passion in life is to create beautiful things with beautiful people.
Others say about me that I am too passionate about my work.
My biggest challenge is to find a balance between “must haves” and “nice to haves” in life.
An event deserves a best of the world award if it surprises and grows the event industry.
Creativity in events means that “it always seems impossible until it’s done” (Nelson Mandela).
I share my knowledge at Bea World because sharing is the new way of multiplying.
In our session, you will learn how storydoing adds value to the communication mix.
Our best advice to event planners is always start with the story you want to tell and use the event as content generator.

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