Identifying immediate focal points to trigger forces of change in the future of events.


If the business events industry knew what we know today, what changes could we have made? What would give organisations the impetus to explore ambidextrous business models?

Twenty Singapore-based event and marketing professionals from 12 different industries gathered for a peer-to-peer learning experience called Forces of Change. Marina Bay Sands and BEAM curated this series of engagement.

Conversation starters Nicholas Lee of Great Eastern Life Assurance and Neeta Lachmandas of the Institute of Service Excellence at SMU shared case studies of how other industries innovated through inevitable and unexpected challenges.

Most companies need to have a sense of openness towards the perspectives or answers that you are not looking for and the willingness to let them exist in your mind-space. For that to happen, you have to ask the right questions and not expecting the answers to make you feel good. That is especially important if you are looking for new approaches to old problems.

Nicholas LeeSVP/ Head Group, Customer Experience & Innovation, Great Eastern Life Assurance

The participants used the conversation starters’ content as inspiration to deep dive into sharing trials and tribulations experienced since the start of COVID-19.

One of the biggest challenges as a marketeer is having to reimagine the whole client experience. What’s been interesting to see is how the different industries are doing these experience differently. Marketing and events are not going to be the same as we move into the new normal. The whole client experience is truly reimagined, and we need to think out-of-the-box. It’s been really interesting listening to industry experts through peer-to-peer learning and seeing how I can improve my company’s events in the future.

Simren PanooMarketing Director, Private Banking

The experience design provided participants with a safe space for open conversations. The participants embarked on a reimagination journey and identified four immediate focuses that would support the future of business events:

Participant centricity – Event agendas are only as relevant as the customers and participants’ interest. If the customer/participant is not in the centre of the event design process, the event may not work.

Data literacy – Investing in the right talent to decipher quantitative and qualitative data. Understanding data will enhance event strategies.

Future tech – Embracing technology could lead event strategists to future opportunities. Understanding new technology and its potential before paying to activate suitable functionalities could bring more significant returns.

Creative engagement – Event fatigue is real, and the only way to combat fatigue is through deploying creative engagement tactics. Event strategists are expected to balance the power of entertainment with content absorption.

I truly believe that when people meet, magic happens. And no amount of virtual meetings can be an equal substitute.

Suja JayaramanExpert Marketing – Sourcing, SAP Asia Pte Ltd
Register your interest in joining the next Forces of Change experience today.

All photos by Kiat Chua

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El Kwang

Author El Kwang

Recognised in his global network as an ideas man who sees opportunities in every encounter. He looks for ways to connect dynamic people from across disciplines to unearth the potential for great ideas to become outstanding. With more than 20 years of experience in the hospitality, tourism and business events industry, both as a content strategist and a designer of immersive experiences around the globe, El established BEAM and built a team of Engagers committed to playing a vital part in ensuring that the world continues to move forward with innovation, growth and positivity.

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