Event Marketer, Opus Forge Multi-Year Partnership to Elevate Strategy Across Industry

Event Marketer, Opus Forge Multi-Year Partnership to Elevate Strategy Across Industry

This first-of-its-kind initiative includes live education and exclusive research to inform and elevate the events industry’s use of strategy.

NORWALK, CT, FEBRUARY 27, 2018—Event Marketer and leading experiential marketing agency Opus announced today a multi-year partnership to educate and elevate the use of strategy across event and experiential marketing portfolios.

“Many marketers are still using ‘flawless execution’ as a barometer for event success,” says EM founder Kerry Smith. “But flawless execution requires a flawless strategy—which is why I’m so excited to be working with Opus to raise awareness on the importance of event strategy.”

The partnership will unfold throughout 2018 and kicks off with two new initiatives:


A half-day executive seminar taking place on May 14 at Event Marketer’s Experiential Marketing Summit in San Francisco designed to accelerate the way brands approach, develop and execute event strategies. Open exclusively to client-side marketers, the Executive Forum features top event strategy experts from such brands as Amazon Web Services, Oracle, Red Hat, and Workday. Learn more and sign up here. The agenda focuses on:

  • Defining a successful event strategy
  • How innovative companies are using events to transform marketing
  • Innovations for social and live streaming to amplify and extend event value
  • How evolving data trends will change the way we engage with attendees and capture insights
  • Better connecting sales and marketing goals through events
  • Facilitated networking and peer-to-peer learning

“We firmly believe that live events are one of the most valuable marketing and sales channels available today. By developing strategies around data capture and analytics, pre- and post-attendee engagement, content, and experience design, marketers will be able to effectively promote the value of events across their organization,” says Kim Kopetz, EVP Strategy and Marketing at Portland, OR-based Opus. “We are thrilled to partner with EM to help uplevel the conversation on better leveraging events to drive business objectives and results.”


Opus and EM have already fielded the largest study ever produced on event strategy — a survey of Fortune 1000 senior marketers across the industry on the state of strategy—who has it, who doesn’t, what strategy means to different marketers and the different components of the modern marketer’s event strategy. The survey will probe ROI and metrics, design, ideation and other elements and the data will be incorporated into first-ever data-based portrait of where event strategy is and where it needs to go. The report will be available in May and will be presented at the Executive Forum at EMS.

Other initiatives in development include additional live programs, online education and research.



Event Marketer was founded in 2002 to serve the information needs of strategic brand-side event marketers across the spectrum of experiential marketing. Today it is the world’s largest information resource on experiential marketing, serving more than 100,000 Fortune 1000 marketers. The EM portfolio spans a flagship magazine, exclusive corporate training, the annual Experiential Marketing Summit executive conference, the Ex Awards, the annual EventTech technology conference, the Experience Design & Technology Awards and more. Learn more at eventmarketer.com.



Opus Agency is a strategic experiential marketing advisor to some of the world’s most influential brands. We partner with our clients to create remarkable events around the world, tying unforgettable experiences to unmistakable business results. Every idea we implement is guided by our passion to drive our customers’ business success. And in the dynamic world of event marketing, Opus makes the complex simple for our clients. To learn more, visit www.opusagency.com.

Media Contact

Spencer Allison

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