The biggest brainstorming market

The international event forum, Baltic For Events, took place this year for the second time and was successfully held in the Estonian capital. During these two years, the forum has become a major Pan-Baltic event brand, and represents a powerful live communication platform for professionals in the industry.

The second edition was supported by Tallink, one of the hugest player on the market and the only one who is able to offer organization of the events onboard with seating capacity up to 1000 people.

The organizers stated the main task of the forum was to consolidate the event industry of the Baltic Sea region. This unique territory includes one of the strongest markets in Germany, the fastest growing Polish market, the tremendous opportunities of the Baltic states, strongest event professionals in Finland and the new standards of organizing events in Scandinavia. All countries in the region are very different, although they are only a one hour flight from each other. At the opening of the forum Mary Kirillova presented the Baltic Event Industry Club (BEIC) association, which includes leading event agencies of Poland, Lithuania, Estonia, Finland, Latvia. Poland is rapresented in the association as Allegro Group.

“This year the organizer of the forum is not personally me, but the association of professionals – Baltic Event Industry Club (BEIC)”, – said Mary Kirillova, welcoming the forum participants.

Particular attention should be paid to the formats of content submission at the forum. A dynamic change of formats allowed participants to firmly keep the attention of the audience: “TED Model” – the performance of charismatic speakers, mini-lectures for 20-25 minutes. “Event Portrait” and “Event Experience” as brief presentations of cases in 30 minute sessions. Each agency with a case has 5 minutes: 2 minutes on video, 3 minutes for a short presentation of the case. Followed by an active discussion. An unusual session-a contest of ideas with the participation of agency teams “PITCH ME!” – sponsorship integration from TALLINK.

The longest session of “Live Talk” took place on the second day and lasted for 45 minutes and presented vivid discussions: hot questions of brands to agencies and vice versa, postpayments and prepayments, what is better – local or international agencies, and much more. It was on the second day of the forum that the position of brand-clients was actively engaged upon. Presenting their cases were the Director of Global Events of Ericsson, the Senior Director of Marketing for Siemens, as well as representatives of TELE 2 Nordic, Audi and Volkswagen Nordics, Microsoft and SEB Baltics. The speakers shared ideas about how organizers of events can better interact with their customers.

The active use of technologies – not only mobile applications, but also voting systems – allowed the audience to be in constant live contact with the speakers and with the moderator – the undisputed master of his craft – Jan-Jaap In der Maur.

Seven countries and regions presented their case studies

On the first day of the forum, seven countries and regions presented their case studies on the industry:

  • Germany: Vok Dams, “A New Era of Hybrid Events”
  • Estonia: presentation from Event-Masters and Frank events, “How to make your audience appear?”
  • Latvia: 3K MANAGEMENT, Meduza, Shine Event. “New value added.”
  • Finland: Helena Vallo, Funmedia Oy, @Tapahtumatekijat OY, Factor Nova Oy. “The effectiveness of business events — goals and how to measure them.”
  • Sweden: Occasion, “What is specific about Nordic creativity”.
  • Lithuania: Totem Group Ltd, Partizanas, Catalyst Baltic Teambuilding, “Brief on Emotions. ROE VS ROI».
  • Poland: Endorfina events, Walk, Allegro Agency, “Poland — the mystery of the Baltic”.

In total, BFE collected more than 220 event professionals from 12 countries, corporations and experts in the field of communications and found new business opportunities after the forum.

During the forum, the Baltic Event Awards ceremony was held for the first time, and over one hundred applications from six countries were submitted. As for the prizes, there was a free delegate pass to the BEA World Festival for the Grand Prix.

This year the Allegro Group from Poland and the winners in Best Cultural Event category got the Grand Prix.

Baltic Event Awards is the first Award created for the entire Baltic Sea Region. It is an innovation-driven Award for event professionals, meeting planners, promoters, and live communication professionals. This is a great showcasing platform of events from event agencies and professionals of the industry.


“We are facing difficult political situations and the highest mission of the event industry is to connect people and to remind them – world is about culture, love and tolerance. Not about power, war and hatred. I’m happy Allegro Agency will go to the Bea World thanks to the project they’ve created. Bea World unites the best worldwide agencies all over the World and hopefully we will see a lot of Pan-Baltic agencies in Coimbra with Salvatore Sagone”, – said Mary Kirillova.

As for the future, BEIC promises to come back next year in April together with Baltic For Events Forum and Baltic Event Awards and put more attention on the speakers from Germany, Sweden, Poland and Norway.

The Forum and the Awards are going to be a wonderful brainstorming market, a big chain of collaboration throughout the Region and cement our reputation in Western Europe.