On Thursday, July 20, in Washington, D.C., mdg Director of Digital & Social Santana Inniss executed a live social broadcast of the Transform USA keynote address. As an official Technology Provider of Transform USA, mdg liaised with PCMA Convene and Transform USA to organize and provide live social video and engagement on-site.

“Broadcasting a live presentation from Transform USA was part of the event’s mission to advance the use of digital in the event space,” says Inniss. “Providing access to event professionals who couldn’t physically be present, but were curious about the inaugural event and what it had to offer, will likely broaden the pool of attendees in future years.”

The inaugural Transform was launched to transform the events industry’s data, analytics and digital abilities. Senior leaders from associations, for-profit convention and exhibition organizations and venues gathered in person and online to learn about strategic, practical and actionable strategies to drive their businesses into the future through the use and management of data.  As Sam Lippman, president of Lippman Connects, says, “CMOs are changing; if the exhibition industry doesn’t change as well, our shows will suffer.”

A core value of mdg, as well as a pillar of Transform USA, is keeping a finger on the pulse to remain competitive in this rapidly evolving digital landscape. According to mdg President Kimberly Hardcastle, “The opportunity to be an official Technology Partner very much aligns with the agency’s mission to associate with innovative events that provide solutions for event organizers. Plus, as a data-driven agency, mdg took away many insights and building blocks to immediately apply to our clients’ event marketing campaigns.”