Introducing a new focus on event sustainability at WPP Commerce 2020
A new focus on event sustainability at WPP Commerce
Delivering WPP’s annual proprietary retail and commerce conference held in Miami, Florida
The Challenge
For the second year running, we were tasked with conceiving and delivering Commerce, WPPs proprietary retail conference held in Miami, Florida. For 2020, we needed to reimagine the look and feel of the event to match the newly refreshed WPP branding, as well as introducing a focus on event sustainability.
The Approach
Above all else, we wanted to make sure the event continued to evolve from the perspective of the returning attendees. We worked to make sure guests enjoyed a balance between onstage conference content and enriching group sessions hosted across the Faena Hotel and even out onto South Beach itself. The Faena Forum was reimagined over the two days with contrasting lighting and branding elements, bringing the new WPP branding into the experience. We also put a spotlight on sustainability: from set design to interactive moments and giveaways, we ensured our environmental footprint was significantly lower than previous events.
The Results
Over 450 attendees, a marked increase on 2019 Most sessions were standing room only From a sustainability perspective, we were able to implement a host of changes: All swag was made from recycled materials Food selection includes meat-free/ vegan options at every meal Recycling in all places we could within the venue restrictions No single-use soaps within the Edition and the Casa Faena Bamboo toggle name badges (no plastic).
“We set up the conference making the case that Commerce at WPP transcended comms, technology and experience and I do think this was clear across the day and a half.”
- Laurent Ezekiel; Chief Marketing & Growth Officer, WPP
