Customer demand
IPG MediaBrands wanted to host a major relationship event in 2025 to showcase their expertise in mid-funnel marketing.
This time not in-house, but with a bigger and more professional approach.
The question to Dutch Standard was clear: help us bring this event to a level that matches our ambitions. The project was too big to organize ourselves, so IPG was looking for an experienced partner who could guide, structure and completely unburden us.
The event content
The Challengers Summit was a content-driven afternoon focused on knowledge sharing. Both internal and external experts shared their views on mid-funnel marketing. The program consisted of keynotes from IPG MediaBrands, panel discussions and contributions from external speakers who illuminated the topic from different angles.
The afternoon started with a lunch for C-level guests, followed by the plenary program. Afterwards, there was a drinks reception for all invited guests, where there was room to continue talking about the content and where IPG could further deepen the relationship with its network.
This created an afternoon in a professional, up to the minute setting in which knowledge sharing was the basis for valuable conversations and strengthening relationships.
The challenge
The biggest challenge was that this type of event had never before been organized by IPG MediaBrands. This meant that many choices had to be made from the outset: what do we want to say, how do we want to say it and what look suits it?
Added to this was the choice of location. The Royal Tropical Institute is a classical and stately building, while IPG MediaBrands is a modern organization with a young and contemporary character. These two worlds had to come together. Combining a contemporary stage image with bold colors in the artwork created a balance between classic and modern that perfectly matched the story of the day.
Added value
Our added value was both in guidance and relief. Because this was the first time for IPG MediaBrands to organize an event of this scale, they relied heavily on our experience. We guided them in all choices: from location and program construction to event styling and atmosphere.
In addition, we helped support content. We thought about the script, the role of the moderator and the dynamics on stage. We also took supplier management and negotiations off their hands. This allowed them to work toward the event with confidence, knowing that everything was right.
The collaboration
The cooperation with IPG MediaBrands felt natural and pleasant from the beginning. There was immediately a good click and a lot of mutual trust. Although it was the first time we worked together, it never felt that way for a moment.
IPG gave us the space to use our expertise and knew that their wishes were in good hands with us. That trust was the basis for a smooth process in which we could switch quickly and build together.
The result
The Challengers Summit 2025 was a very successful day. Attendance was above expectations and the content program was perceived as strong and relevant. Despite the amount of content, the program felt dynamic and natural, partly due to variation in presentation formats and a stage setting that was in constant motion.
Initial reactions were extremely positive, both from guests and internally at IPG MediaBrands. The organizing team received many compliments and expectations for the evaluation are high. A substantive relationship event that did exactly what it was supposed to do: share knowledge, connect and firmly position IPG MediaBrands as an expert within the field.
Let’s get the party started!
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