Photo: Courtesy of Annie Thompson
How she got her start: Thompson has worked in the production field for the last 13 years. "I started with a boutique experiential shop out of Kansas City before landing a dream job with Google to launch their Fiber to the Home product," she explains. "After six years with Google and moving to Austin, Texas, I left to start my own (tiny) production group."
While running her own company, she worked with a number of top clients, including Hot Luck Fest, ATX Television Fest, HEB, T-Mobile, and Meta. "But one really stuck: Bumble! I started producing SXSW and other activations for Bumble in early 2017, and then mid-pandemic, in late 2020, I joined full time."
What innovation means to her: "Ten years ago, I would've answered this by saying to double down on technology and the way that we incorporate it into live experiences," she notes. "But the world has changed so much since then. Nowadays, I think a refocus on innovation doesn’t necessarily mean it needs to be tech-specific, but more so revising the way we design experiences for the modern mind. I’ve always said that I love to design to the five senses in any event, large or small. Trying to become even more intuitive about what your consumer wants and needs (and even trying to predict things that they didn't know they needed!) along the way is key. Maybe sometimes we should start from scratch and reinvent the wheel."
How she stays inspired: Thompson loves to read industry publications like BizBash to learn what's happening in event production, experiential marketing, and other aspects of the event world. "I love keeping up with fellow producers and events folks—both for the amazing relationships and to keep my brain sharp," she adds. "There has been so much incredible work over the last five years, pandemic or not. I love seeing the victories and breakthroughs my past and present colleagues have."
She also tries to attend as many events as possible, "whether that is sporting events, local fairs and festivals, conferences, and even weddings! Inspiration is around every corner if we keep our eyes open."
Career highlights: "That's like asking me pick my favorite kid!" she laughs (though adds that she doesn't have kids, just a huge yellow Lab). If she had to choose, though, she'd cite Bumble's work at SXSW. "We’ve had a fantastic time with the Austin-based festival over the years—collaborations with Forbes, Gucci, and Rolling Stone; performances by Haim and Keith Urban; talks from Rachel Zoe and Cleo Wade. It's been a collection of fantastic moments." 
For another favorite career moment, Thompson reflects back on the launch of Google Fiber in Kansas City in 2012, which she calls "a personally epic moment for me. I was still a young producer, learning the ropes, and it all was happening in my hometown on behalf of one of the biggest companies in the world. It was truly just cool!"Photo: Courtesy of Annie Thompson
Vision for the future of experiential: To Thompson, experiential marketing—now and in the future—is all about connection. "Interest in live experiences has never been higher; it’s truly how the 18-to-35 demo wants to be marketed to," she points out. "It's such an opportunity for us, as creators, to continue building opportunities for people to connect. Connecting as new friends, as fellow fans, in professional capacities, as potential love interests—the sky is truly the limit."
This feature is sponsored by Spiro, the global brand experience agency for the new now. Spiro delivers culture-bending, out-of-this-world live brand experiences that give all your stakeholders a chance to experience your brand long after your event ends.
