Q1: What are the key criteria you personally use to evaluate events, and which of these do you consider the most important when selecting the competition finalists?
When evaluating events, I focus on four key criteria: strategic intent, creativity, execution, and impact.
Strategic Intent: I look for a clear alignment between the event’s objectives and its overall concept. A great event doesn’t just look good—it serves a purpose and drives measurable outcomes for the brand or organisation.
Creativity: Originality in format, storytelling, and engagement tactics really sets an event apart. I pay close attention to how teams reimagine experiences, whether through immersive tech, audience interactivity, or bold thematic choices.
Execution Excellence: Logistics, attention to detail, flow, and attendee experience all matter. No matter how creative the idea, flawless execution is what brings it to life.
Impact: This is the most important factor for me. I always ask: Did the event move the needle? Whether it’s behavioural change, community engagement, lead generation, or media reach, the best events create tangible, lasting results.
Q2: How would you summarise the mission of the Conventa Best Event Award in a single sentence, and what do you believe this award represents for the European meetings industry?
The Conventa Best Event Award celebrates and elevates excellence in event design and execution, recognising bold ideas that deliver measurable impact and push the boundaries of what live, hybrid, and virtual experiences can achieve.
For the European meetings industry, this award is more than recognition—it’s a benchmark of innovation, resilience, and purpose.
It highlights the strategic power of events as drivers of transformation, not just for brands and businesses, but for communities and cultures across the region. It inspires professionals to aim higher and reminds us that creativity and results can—and should—go hand in hand.
Q3: What convinces you most when it comes to recognising a project as a “Unicorn Event”? Which characteristics resonate with you both emotionally and professionally?
A “Unicorn Event” is one that strikes a rare balance between strategic brilliance and emotional resonance—it’s not just memorable, it’s meaningful. The ones that transform ideas into experiences with soul, strategy, and staying power.
Professionally, I look for events that demonstrate bold creativity grounded in clear objectives, where every element, from concept to execution, is intentional and aligned with a bigger purpose. It’s the kind of project that challenges the status quo, introduces fresh formats, and drives real, measurable results.
Emotionally, I’m drawn to events that create authentic human connection—that surprise, move, or inspire people in a way that stays with them long after the event ends. Whether it’s a powerful narrative, an inclusive experience, or a clever use of space and technology, a true Unicorn Event makes people feel something, and that emotional impact is what elevates it from great to unforgettable.
Q4: What is your view on the role of such competitions in raising the quality and professionalism of the meetings industry? Do you believe they also contribute to sustainable and socially responsible change?
Competitions like the Conventa Best Event Awards play a vital role in raising the bar for the entire meetings industry. By spotlighting the most innovative, impactful, and well-executed projects, they set benchmarks for excellence, encouraging professionals to elevate not just the creativity of their concepts but the strategy and discipline behind their execution.
I’ve seen how this platform pushes teams to reflect more deeply on their objectives, outcomes, and values. It’s not just about flashy production—it’s about crafting meaningful experiences with a clear purpose, measurable ROI, and audience relevance.
What’s even more powerful is how these competitions are evolving to prioritise sustainability and social responsibility. Events that embrace inclusivity, minimise environmental impact, and support local communities are no longer “nice to have”—they’re becoming the standard. By recognising and rewarding these practices, awards like Conventa are actively shaping a more ethical, forward-thinking industry—one that doesn’t just deliver value, but also leaves a positive legacy.
Q5: Which personal achievement, project or milestone in your career best reflects the values promoted by the Conventa Best Event Award?
One of the most meaningful milestones in my career has been leading CGIAR’s global event presence at major United Nations environmental and climate conferences, particularly our participation in the UN Convention on Biological Diversity (UNCBD), the UN Framework Convention on Climate Change (UNFCCC)—where we co-manage the Food and Agriculture Pavilion with FAO—and the UN Convention to Combat Desertification (UNCCD).
These high-level platforms are more than just events—they’re catalysts for global dialogue and policy change, and organising our participation demands a careful balance of strategic vision, logistics, stakeholder engagement, and storytelling. At the heart of each activation is a commitment to scientific integrity, inclusive dialogue, and systemic impact, all of which align closely with the values of the Conventa Best Event Award.
In particular, the Food and Agriculture Pavilion at COP has been a standout achievement. Curating dozens of sessions across multiple days, with global leaders, farmers, youth, and researchers involved, required not only flawless execution but also a clear narrative and intentional design to amplify the role of food systems in climate solutions. We prioritised diverse voices, sustainable practices, and measurable outcomes, making sure every moment contributed to something bigger than the event itself.
This work reflects what I believe makes an event truly exceptional—strategic purpose, creativity, collaboration, and a legacy of impact—all values that Conventa celebrates and elevates.
Learn more about the Conventa Best Event Award here.
