Case study: Newell Brands meet in Madrid

American product marketer Newell Brands searched far and wide for a destination for its annual European compliance meeting. Flexibility and accessibility put Madrid high above the competition.

Case study: Newell Brands meet in Madrid
Case study: Newell Brands meet in Madrid

Objectives

The company, which oversees brands such as Paper Mate, Parker Pens and Sharpie, had previously made use of cities including Budapest, Dublin and Paris, and the decision this year was made to use Madrid.

"We always use a convention bureau rather than DMCs – because they tend to know their cities well," says Peter Reid, director of London-based agency Peter Reid Consulting, which has worked with Newell Brands for 15 years. The meeting involved employee representatives from a dozen European countries, as well as six interpreters.

Solution

The VP Jardín Metropolitano, a 102-room, four-star hotel in the financial district, was chosen as the event base. "In my experience, smaller chains deliver more flexibility," explains Reid.

After an informal welcome lunch on day one, the first session took place in the afternoon, making use of the hotel’s main function room. In the evening, the group transferred by metro to a cookery school, where they made their own paella dinner. The following day saw an intensive programme of meetings and presentations, before the group took another evening metro transfer, this time to the city centre. Pre dinner drinks on a bar terrace were followed by a meal at Boti´n, which claims to be the world’s oldest restaurant. The final day saw wrap-up sessions and departures.

Verdict

"The hotel played a part in making the event a success," says Newell Brands senior forecasting manager Mette Lintonbon. "The staff helped with any needs that turned up. And the teambuilding event where we cooked our own Spanish dishes was great – everyone was excited."

FACT FILE

Who?
Newell Brands

What?
Annual pan-European meeting

When?
10-12 May 2016

Where?
Hotel VP Jardín Metropolitano, Madrid

How many?
34

Agency?
Peter Reid Consulting

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