Creative event strategy as an approach to every project

From insight to impact  

At MCI, we call this the understanding phase. We immerse ourselves in the brand – its personality, tone of voice, values and visual DNA. We study the sector and look at what competitors are doing. We then look outwards to the audience – their expectations, their desires, their triggers. We ask: where is the opportunity? What could make this moment matter? 

Using AI in this phase helps us speed up insight gathering and surface patterns across conversations, behaviours and sentiment. But the real value comes from interpretation. It's the human perspective that transforms information into insight. 

This is also where strategic foresight comes into play. "We step ahead of trends… exploring different universes to gather powerful insights and design highly personalised, exclusive experiences that connect brand ambition with audience expectation," says Tiphaine Durand-Delaunay, Project Manager at MCI France. Creativity at MCI isn't just reactive – it's anticipatory, grounded in the ability to read signals and shape what's next. 

Creative collaboration across disciplines 

Once we've understood the landscape, we move into the challenge phase. This is where we go beyond the expected – cracking the brief, reframing the problem and defining what success really looks like. Here, we establish clear objectives and measurable outcomes, but we also start to shape the emotional ambition of the experience. 

"We come up with what we call the 'creative hook'," Suzanne says. "It's the big idea. But it's not just meant to impress – it must be highly meaningful for both the audience and the brand." 

This is where our cross-functional collaboration comes to life. Strategists, creatives, designers, storytellers, producers, behavioural scientists and technologists gather around the table to build the journey – one that elicits emotional response, delivers dopamine and creates a lasting impression. 

Because while content matters, it's emotion that creates memories. We know that the most successful events and campaigns are not just those that deliver messages, but those that generate connection. 

Drawing inspiration from unexpected places 

We also believe that to think differently, you have to look differently. That's why many of our creatives look beyond the industry for inspiration. 

Jonathan Teoh, Director of Strategic and Creative Solutions at MCI Singapore, says he often finds inspiration in video game design – how they build engagement and reward loops. “I also study magicians to understand anticipation and surprise, and fine dining for how it builds emotional connection through storytelling." These unexpected references enrich the way we design experiences – blending gameplay mechanics, sensory design and performance art into brand storytelling that moves people. 

Innovation often starts with the smallest observations. Creativity hides in plain sight – in the details we often overlook. At MCI, we train ourselves to notice, to listen, and to be open to clues from the world around us. 

Creativity as a structured process 

It's important to stress that creativity is not chaos. It thrives in structure. 

Mike Jaeger, Director Strategy and Creation at MCI Germany, notes that "Creativity isn't just a spark, it's a structured process for us – one built on different perspectives, new methodologies and deep audience insights. At MCI Germany, we believe in co-creation, the power of data insights and the role of technology in enabling meaningful experiences." 

That structured approach allows MCI to maintain quality and consistency across our global network. Whether we're designing a leadership retreat in the Alps, building a hybrid experience to connect global sales teams or crafting an immersive brand moment in a crowded market, the methodology holds – with creativity woven into every step. 

Creativity isn't a solo act – it's a team sport. Just as in a racing team, where every mechanic, driver and strategist plays a role, our success at MCI comes from collaboration. Each perspective sharpens the idea. Each skill elevates the execution. 
 

Watch below to see Mike chat about the power of co-creation, data insights and technology.

Designing for dopamine: what is emotional design in experiential marketing? 

Once the big idea is defined, the design phase begins. This is where it comes to life across every dimension – physical, digital and emotional. 

From spatial design and immersive tech to visual identity, sound, motion and language, every detail is intentionally shaped. Our teams work together – 3D designers, graphic artists, motion and video specialists – to ensure that the experience isn't just engaging but sensorial, layered and memorable. 

"Designing for emotion isn't just a nice-to-have," says Suzanne. "It's essential. Emotion is what drives decision-making, behaviour and brand loyalty. So we design for dopamine – for surprise, joy, belonging, pride, excitement – whatever the right fuel is for the story we're telling." 

Creativity also requires patience and pace. We don't always find the solution on the first try – and we don't have to. Sometimes, progress means jumping ahead, circling back, or finding flow in a different direction. Creativity thrives in motion. Every idea, every step forward, is part of something bigger. 

Communication as a creative tool 

Even the most beautiful ideas fall flat if they aren't clearly understood. That's why creativity and communication are intertwined in our process. 

"Our goal is simple – to turn communication into a powerful tool for influence, awareness and real-world impact," says Delia Voica, Communication Director at our partner company, logos.  Her team specialises in simplifying complex topics, building trust, and reaching the right people with the right message at the right time – whether through video, social media or stakeholder engagement. 

Clear communication ensures that our creative work doesn't just inspire – it drives outcomes. 

Creativity that delivers business outcomes 

Creativity also helps us drive business results. When we apply it consistently and strategically, we unlock new ways to solve problems – not just better campaigns, but better outcomes. 

For corporate clients, this might mean a smarter way to launch a product into new markets. For HR and internal communications, it could be the campaign that finally drives digital adoption or shifts culture after a transformation. For marketing, it could be a breakthrough brand experience that unites the sales team and global customers around a shared purpose. 

Just like in racing, creativity requires us to shift gears. Conditions change, competitors accelerate, and what worked yesterday may not work tomorrow. That's why we stay flexible – adjusting our pace, tools and thinking to match the moment. It's in this ability to adapt that we find our creative edge. 

That's why creativity isn't something we only bring in at the end. It sits at the core of everything MCI delivers – across live and virtual events, community platforms, brand storytelling, employee engagement, digital content and beyond. 

As I often say, creativity isn't decoration – it's the strategy. We use it to unlock meaning, create momentum, and ensure that everything we do delivers a return: on emotion, on experience, and on investment. 

Creativity isn't just how we solve problems – it's how we shape the future. The future isn't something that happens to us. It's something we build, together – one bold idea at a time. 
 

Let’s create the future with bold, purposeful ideas. Contact MCI for your next creative project.