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 a presentation, in which we will share how events can create sustainable content for a brand. During this session, we will show the importance and added value of storydoing, and thereby events in the marketing mix of influential multinationals. Moreover, the benefits of co-creation between agency and client, as well as the audience, will be uncovered. 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 increasingly seen as advertising agencies. Everyone is looking for a direct contact with consumers. Our industry has the unique chance to make use of this trend and our role within the communication mix will become more and more important. The life of live has no limits.  What will you know afterwards? As a result of attending the presentation, you will be versed in how to create momentum, impact and content for brands and people. This will expand “our” business, create awareness, engage your audience and increase brand loyalty.


Patrick moved enthusiastically through his high school period in Roermond, his hometown in the Netherlands. Afterwards, he studied in Tilburg where he achieved his Bachelor’s degree at the Academy of Journalism and then followed different courses, such as Production for Television and Executive Producer, at the Media Academy in Hilversum. Patrick also completed a Management course at Krauthammer International. His internship at NOS (the Dutch broadcast foundation) was followed by a permanent position as editor producer (1988-1995). The next six years were spent as executive producer at Idtv Arts & Events, before starting Xsaga in 2001, of which he is also Creative Director. Patrick takes a curious and creative look at the world around him. He sees and grabs opportunities that someone else wouldn’t see. He combines and switches effortlessly between the world of events and the world of marketing communication. Patrick is an advisor in the world of art and culture and he also writes monthly columns for several professional journals. For the last couple of years he has been a board member of De Grote Prijs van Nederland, chairman of the board of the Amsterdam Poëziefestival and board member of 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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