Behind the winning entry: Global Agency of the Year

CWT Meetings & Events won the C&IT Award for the best global agency after a fine year and strong business growth

CWT Meetings & Events scooped the Global Agency of the Year gong at the C&IT Awards. Part of their winning entry was a case study for a change and innovation event held in Barcelona, which is what we’ll take a look at here.

The brief

An international automotive supplier asked CWT Meetings & Events to plan and carry out its annual Change and Innovation Contest. This event hosts the finals of a global initiative to encourage employees to make suggestions for improvements of the company’s products and processes.

Those candidates who handed in the most successful measures are then invited to a high-class award ceremony at an exclusive location. The target group constituted employees from all hierarchy levels as well as members of international top management and global HR management, who were invited to sit on the jury and assess the entries. CWT M&E was assigned to take care of flights, transfers, venue sourcing and catering.

The Challenge

The concept had to fulfill strict requirements: The location had to have a "wow effect", i.e. it should be special but at the same time flexible to fulfil certain criteria – for example, the client needed a large stage with enough room for an elaborate set-up, as the participants would be presenting their measures in a performance involving acting and music.

Special facilities were also needed for equipment that would be shipped in from all over the world and also had to be stored nearby. In addition, large conference rooms and extra space were required for the jury.

Solution

For the first step, CWT Meetings & Events proposed several attractive, well-connected European cities such as Rome, Berlin and Barcelona and provided estimates of the flight costs.

In searching for a suitable location, CWT made use of its international network. Finally, in cooperation with colleagues from CWT Spain, it chose PortAventura, a four-star hotel with a convention centre located 100km south-west of Barcelona.

As the hotel also includes the PortAventura theme park, it covered the aspect of a special location and at the same time met the client’s budget. Participants were given exclusive access to the theme park outside official opening hours, where they spent the half-day of leisure time between the European and global finals.

It was also used for the evening events to welcome participants and the global finals were held at the theme park’s beach club.

Results

The participants were thrilled by the location and the extravagant visual effects on stage. The finals culminated in a fantastic celebration of the winning team. The client appreciated the high-class location and the possibility of organising a creative opening event and celebrations.

They naturally also welcomed the fact that their budget was met. The budget was also controlled during and after the event to ensure that everything remained within the agreed limits.

The organization of the event went well and the CWT M&E team was able to resolve small logistical challenges during set-up on-site. The professional work of our team made sure that the successful planning of this complex event with numerous requirements went smoothly.

Judges verdicts

One judge said: "Great staff recognition and rewards; company growth and clear future strategy. Clear concise layout with detailed descriptions on company innovations, thought leadership and strategy."

Another said: "Exciting read. Good to see profit made is constantly invested back into the business."



To read more about the winners at this year’s C&IT Awards, check out our Behind The Winning Entries hub.

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