Case Study: Siemens PLM Software's European Partner Leadership Summit

Organising and engaging managers from 30 countries for Siemens PLM Software's European Partner Leadership Summit was a challenge met head on by agency Primary.

Siemens PLM Software's European Partner Leadership Summit
Siemens PLM Software's European Partner Leadership Summit


German electronics giant Siemens PLM Software hosted an international summit for senior managers from 30 countries in Barcelona in January. A total of 350 delegates from countries including South Africa, Israel, Bulgaria, the Czech Republic and Hungary attended the three-day event at the Barcelo Sants Hotel.

Siemens PLM Software's objective for the conference was to share knowledge through the various networking opportunities the event provided, as well as to bring together the senior managers and owners of its partner companies.

The conference also needed to include management, industry and product sessions, which offered campaigns, initiatives and best practices to help support the brand's business growth.

Agency Primary spent four months organising the summit, which had to include 41 speakers in total and 61 breakout sessions. Project manager Becky Dempsey, says: "Pulling together all the elements that were needed for the European Partner Leadership Summit was challenging, mainly because we had so many people to liaise with from all over the world."


In the run-up to the event, Primary created a comprehensive online registration site with online delegate check-in process. It also produced a bespoke event app that was available for attendees to download before the summit. The app gave delegates the chance to view schedules, explore the sessions and find networking events. It also gave them a platform to post updates, open up discussions and interact with a real-time feed of event activities.

Gamification was used to encourage more engagement. Using the app, delegates could earn points on a leaderboard and generate discussions. The delegates who contributed the most were given prizes such as Fitbits and selfie sticks.

The conference tried innovative ways of engaging delegates, including using a pianist to show how different styles of leadership can affect the way an orchestra plays and feels. They then looked at how this could be applied to the business world.

A number of social functions also had to be arranged throughout the course of the three days, including an external drinks reception and awards gala dinner. On the final night Primary organised a 'dinearound', which allowed delegates to eat with fellow attendees from their own country at a restaurant of their choice. Primary made the reservations and organised transport to and from each of the chosen restaurants.


Dempsey says: "The feedback we've received so far has been hugely positive. All the partner companies of Siemens PLM Software loved having the opportunity to network with people they usually only email or speak to over the phone."

Cassandra Coe, event manager at Siemens PLM Software, adds: "Primary's event services team was the key to the success of this event. They supported all elements of the event, from the registration website, app creation and delegate management, to more creative elements around production management and branding. They are a great team to work with, and made my job as event manager a lot easier."



6 August: Siemens PLM Software approaches agency Primary with event brief

24 August: Three cities proposed; Barcelona selected

13 September: Visit to three hotels and dinner venues in Barcelona

1 October: Website and app creation begins

11 November: Primary opens online registration

23 November: Second site visit and food tastings

18 December: All design, branding, digital artwork, set and staging approved and signed off



11 January: Event app launched

25 January: Event takes place



Who? Siemens PLM Software

What? European Partner Leadership Summit

When? 25 January 2016

Where? Barcelo Sants Hotel, Barcelona

How Many? 350

Agency? Primary


Siemens reappoints Primary for events work

We go together: Siemens and Primary

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