Mary’s journey in the industry began as a journalist at Bonnie Business Press and an Italian language instructor for opera singers. This led her to organise events with artists, and from that moment, she became deeply passionate about this field. After several years working in a Swedish company, she organised the first event industry forum in the Nordic countries — Amber Prize, which opened up numerous new projects and opportunities for professionals. Mary is also the founder of the Business Event Industry Club (BEIC), which, over the course of 8 years, has become the largest platform for innovation and knowledge exchange among professionals.
Q1: What motivates you to support Conventa Crossover and the CBEA competition year after year, and what value does this partnership bring to your organisation?
We support Crossover because it’s real. It’s one of the few places where agencies, clients, and partners meet without the heavy layers of formality. For us, the value is clear: authentic connections, strong positioning in the region, and the chance to see what our peers are really working on.
Q2: Conventa has built its reputation on collaboration. How does being a strategic partner strengthen your brand’s network and business opportunities?
Collaboration is at the heart of BEIC, and it is our own philosophy, so partnering with Conventa feels natural. Being part of it connects us not only to Central and South-East Europe but also to international agencies looking at this region. It strengthens our visibility and opens doors to new joint projects.
Q3: What elements of Conventa Crossover do you consider most unique compared to other international events?
The atmosphere. Conventa Crossover is more boutique, more intimate, and less about numbers. It’s a place where you actually get to talk to people, not just exchange business cards. And of course, the creative, sometimes even provocative, formats on stage.
Q4: The 2025 edition used the motto No More Boring Meetings. In your view, how could this approach shape the wider meetings and events industry?
It’s a wake-up call. Our industry doesn’t survive on logistics, but it survives on creativity and engagement, right? The motto is a reminder that if we don’t innovate, we’ll lose our audiences. It pushes all of us to experiment more and stop playing it safe.
Q5: In your opinion, what impact do Conventa Crossover and the CBEA competition have on positioning Central and South-East Europe in the global events market?
They give the region a stage. Without Conventa Crossover, many projects from this part of Europe would never be seen internationally. Now they are benchmarked, awarded, and talked about globally. That positions the region as creative, competitive, and ready for bigger clients.
Q6: Sustainability is one of the core values of the Conventa brand. How does this align with your company’s strategy and actions?
Sustainability is not an add-on anymore; it’s becoming the default. For us, it’s about making practical steps—responsible travel, smarter production, measurable results—and Conventa helps us keep that focus alive. More industry projects talk about that, the better the event industry understands that it is a MUST.
Q7: What trends in the meetings and events industry are you most excited about, and how is Conventa Crossover helping you explore them?
The rise of creative technology, AI, and new engagement formats. But also the human side—culture, purpose, and collaboration. Conventa lets us explore both the tech and the human factor, which is exactly where the industry is heading.
Q8: As a partner, what has been your most memorable Conventa Crossover moment thus far?
The jury sessions. Sitting with peers, discussing projects from all over the region, and seeing how different cultures approach creativity.
Q9: Looking ahead, what further steps should Conventa Crossover take to stay relevant?
Bring in new voices, mix more disciplines, and keep the experimental edge. That’s what makes Crossover different.
Q10: If you were to describe Conventa Crossover in three words to an international colleague who has never attended, which words would you choose?
Bold. Human. Creative. Or – Great place to be.
Discover more about BEIC here.
