The Unthinkable
Founder & Creative Director

Timo Kiuru

Experiential Lab #2. Everything you know about events is wrong. A complete guide to the next level of experience marketing

November 17 — h. 14:30 - 16:30

The session starts with an interactive keynote presentation that opens a window into the future of experience marketing. Next, a theoretical framework that will help the participants to take their work to the next level will be introduced. Finally, all participants will dive into practical case studies of world-class campaigns. It’s an interactive, thought-provoking and eye-opening workshop tailored specifically for event professionalsWhat will you know afterwards? As a result of attending the session, participants will have a better understanding of what will be the key drivers of change in our industry in the future. Additionally, participants will gain insights in experience marketing theory. After the session, participants will be able to benchmark their work against leading players in the industry, shift their thinking from events to experience campaigns, set goals for the next 12 months and quantify many factors they considered abstract before.



Timo Kiuru is an award-winning creative director, speaker and writer. Timo is also author of a book on experience marketing. In his spare time, Timo photographs, dances and collects sneakers. With over 10 years’ experience in the entertainment and experience marketing industry, Timo now leads fully integrated projects as a creative director for cutting-edge, international brands; creating business-driven, strategic & truly creative campaigns. Timo’s work transcends the borders of art, entertainment, fashion, politics and business. He has worked with the world’s leading brands, like Samsung, Nokia, McLaren, Microsoft, Cosmopolitan, The Huffington Post, Highsnobiety and SK-II. Timo was recognised with a global 40 under 40 industry award in 2016. You can follow Timo on Instagram.

Timo in few Tweets

  • My passion in life is… to stay curious, learn new things, inspire, and get inspired.
  • Others say about me that it’s not always easy to work with me but they still love me.
  • My biggest challenge is… to pretend or lie. Too many brands lie all the time.
  • An event deserves… a best of the world award, if it’s the best marketing communications campaign that year.
  • Creativity at events means… the ability to see, and the will to do, things in a better way.
  • I share my knowledge at Bea World because… it’s the biggest and baddest conference for #eventprofs in Europe.
  • In my session you will learn… why you shouldn’t think outside the box.
  • My best advice to event planners is… that they should give their clients less of what the clients want, and more of what the clients need.
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