scottcullatherGlobal Managing Partner
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
invntis a global brand communications agency
to help brands and organizations create remarkable moments that challenge convention, challenge mindsets, challenge competitors, and challenge the market.
#ElevateDC SCOTT CULLATHER // @scullather
we exist
corecapabilitiesMeetings & EventsCreative Services
Media & DigitalBrand Environments
#ElevateDC SCOTT CULLATHER // @scullather
6
2008our start#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
experienced #ElevateDC SCOTT CULLATHER // @scullather
60 countries in 6 continents
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
PLACEHOLDER:SIZZLE
#ElevateDCSCOTT CULLATHER
#ElevateDC SCOTT CULLATHER // @scullather
remarkabledesign + producemoment
s
throughcut#ElevateDC SCOTT CULLATHER // @scullather
seizeattention#ElevateDC SCOTT CULLATHER // @scullather
destroyindifference #ElevateDC SCOTT CULLATHER // @scullather
memoryleave a#ElevateDC SCOTT CULLATHER // @scullather
strike achord#ElevateDC SCOTT CULLATHER // @scullather
extend the lifeof your event
#ElevateDC SCOTT CULLATHER // @scullather
$350 million +400 thousand events….in US alone
#ElevateDC SCOTT CULLATHER // @scullather
organization+ brands
somethingchange
#ElevateDC SCOTT CULLATHER // @scullather
challengeexpectations
status-quonormsbeliefshabits
allegiances#ElevateDC SCOTT CULLATHER // @scullather
challenge competitorsthe market
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
PLACEHOLDER:Miele SIZZLE REAL
VIDEO
#ElevateDC SCOTT CULLATHER // @scullather
1principleadopt a
challengermindset
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
2principle
no one is listening and
no one cares
#ElevateDC SCOTT CULLATHER // @scullather
busypeople are#ElevateDC SCOTT CULLATHER // @scullather
stuff to dothey have
#ElevateDC SCOTT CULLATHER // @scullather
paying attentionthey aren’t#ElevateDC SCOTT CULLATHER // @scullather
boredthey are
#ElevateDC SCOTT CULLATHER // @scullather
beforethey’ve seen it all
#ElevateDC SCOTT CULLATHER // @scullather
cause they’ve show upthey have to
#ElevateDC SCOTT CULLATHER // @scullather
because it’s just abloody job
#ElevateDC SCOTT CULLATHER // @scullather
listeningno one iscares& no one
#ElevateDC SCOTT CULLATHER // @scullather
things ilove#ElevateDC SCOTT CULLATHER // @scullather
Miele teaser invite VIDEO
#ElevateDC SCOTT CULLATHER // @scullather
challenger#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
3principle
set KPI’s & measurement successPerformance vs objectives
Messaging impactAttendee experience
Media impressionsSocial relevance
Value of spend
#ElevateDC SCOTT CULLATHER // @scullather
Opel AdamVIDEO
#ElevateDC SCOTT CULLATHER // @scullather
a microcosm of an over-crowded world
conventioncenters#ElevateDC SCOTT CULLATHER // @scullather
race tothe middle#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDCSCOTT CULLATHER
sneakpeek
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
1discover 2define 3develop 4deliver5debrief
the 5dsour approach4principle
#ElevateDC SCOTT CULLATHER // @scullather
theplaybook#ElevateDC SCOTT CULLATHER // @scullather
Overall strategy for each specific eventTarget Audience InformationKey global and regional contacts & VIPsVenue InformationKey message detailsProduct information specific to each show/event
prog
ram
brief
#ElevateDC SCOTT CULLATHER // @scullather
Graphic templatesDesign standardsImage specificationsLanguage requirementsvis
ual
ident
ity
#ElevateDC SCOTT CULLATHER // @scullather
All Branded Media AssetsProduct photo & video schedulesSpeech developmentPress releasesSpeaker Support Graphics
med
iaas
sets
#ElevateDC SCOTT CULLATHER // @scullather
Duration of speechesKey message pointsProgram flowBlocking Mapspre
senta
tion
stand
ards
#ElevateDC SCOTT CULLATHER // @scullather
Critical Path w/ Deadlines Show FlowsRehearsal GuidelinesCrew & Staff Briefpro
ducti
onsc
hedu
le
#ElevateDC SCOTT CULLATHER // @scullather
Audio and Lighting Package StandardsRoom layout - FloorplansIT & Video Playback StandardsBack of House & Green Room StandardsTeleprompter specifications & placementrecommendationstec
hinica
lsta
ndar
ds
#ElevateDC SCOTT CULLATHER // @scullather
Photo Op SpecificationsSight Lines for Attendees & Camera CrewsDaily Logistics Check List
misc
misc
ellan
eous
#ElevateDC SCOTT CULLATHER // @scullather
5principleauthentic, on point,& disruptive #ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
6rulecreate sharable
content#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
Pepcity video
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
7principle
immerse &
interact#ElevateDC SCOTT CULLATHER // @scullather
developyour strategy#ElevateDC SCOTT CULLATHER // @scullather
stand out and gain share of voice in
the packed, super competitive
playing field of mega-brands all screaming at the top of their lungs
during Super Bowl
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
8principle multiple engagement platforms
#ElevateDC SCOTT CULLATHER // @scullather
food NY art
sculpture/ architecture
music#ElevateDC SCOTT CULLATHER // @scullather
poetry
media
desig
n
performance#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
9principleeven if it’s private,it’s public
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
10principle
gather attendee/target audience intelligence #ElevateDC SCOTT CULLATHER // @scullather
Principles:1 adopt a challenger
mindset2 Start with the premise that no one is listening
3 Set KPIs & measure success4 Use the 5 Ds – Create a Playbook
5 Be authentic – on brand, on point but disruptive
6 Create sharable content
7 Immerse & Interact
8 Develop multiple engagement platforms
9 Lean into social Media – Even if it’s private it’s public10 Gather attendee/target audience intelligence
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
#ElevateDC SCOTT CULLATHER // @scullather
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