The objectives of this year’s conference were to communicate the company’s brand plans and ambitions to delegates in an interesting and informative manner. As part of the wider Thai Union group, John West has embraced its parent company’s values and really wanted to explore how these enhanced John West as a brand in their own right; the impetus this year on collaboration, innovation and responsibility. Thinking both of John West’s pioneering heritage and it’s adopted, forward thinking values, the idea of West X was born, Inspired by Ted X.
Unlike many other conference themes, the event required the production to be designed around the content, rather than the other way around. The informal nature of the theme lent itself well to interaction and engagement throughout both the main plenary presentations and the breakout sessions. With that in mind the production of the room was kept open-plan. Building a main stage centrally so the presenters could deliver in the round, the rest of the space was partitioned with white sails, creating clearly defined areas without losing a sense of inclusivity. Movement throughout the room was fluid and effortless and although the conference was well structured, it didn’t feel too regulated or restrictive.
For each breakout, Meet & Potato used different methods of communication specifically tailored to the content. This included an exhibition styled session, delivering content on beautifully designed pillars littered throughout the space, ending in a short, image-based PowerPoint presentation. Another breakout used thought provoking video to engage delegates, generating word clouds using the Sli.do platform, and the third used a scribing session to interact with delegates ensuring participation. Each of the breakouts through headsets to avoid noise transference and to further immerse delegates in the content being delivered.
Collaboration was one of the key values needing to be reinforced throughout the day so we decided to bring an element of fun to the conference, choosing a collaborative energizer. Talking Drums attended the event to facilitate a drum beating exercise which delegates wholeheartedly embraced. It was a fantastic effort and a true reflection of how effective and impactful collaboration actually is. Certainly a memorable reinforcement that delegates could take away with them.
John West said: "The best John West conference to date. Thanks to Meet & Potato…we look forward to the next one."
Agency: Meet & Potato
Venue: Titanic Hotel, Liverpool
Date: 26 January 2017
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