Think Like an Editor: How to Design Events With Content in Mind

At the Event Innovation Forum in New York, Nicky Balestrieri explained why an editorial approach to creating live experiences is essential to brand storytelling and guest engagement.

February 9, 2015, 7:00 AM EST

The rise of content marketing has shifted the way industry professionals think about events and meetings—and it's also changing the way live experiences are designed. Producers and designers are thinking more like editors, looking at events like they would a magazine or a website: a long-term communication strategy with layered messaging and visuals. At the Event Innovation Forum—New York on October 28, Nicky Balestrieri, managing creative director of BMF Media, explained how the use of market research and experiential narratives can form concepts that engage guests and create lasting impressions. Balestrieri offered a glimpse into his process, sharing examples from his experience with Paper magazine and work for clients such as Lanvin, Cointreau, and Target.

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Videography & Editing: Chris Fig Productions

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