A global company event designed to build alignment, connection and momentum

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The Marketing Practice (TMP) partnered with We Are MEaT to bring 365 people from more than 20 international markets together for a major company event in Barcelona and Sitges.

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The occasion marked the organisation’s 20th anniversary, but the purpose went far beyond celebration. Following the acquisition of five businesses, TMP needed to bring its people together for the first time, introduce a shared identity and create greater connection around the next stage of the company’s growth.

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This was an important moment for the business and a complex international event to deliver. The experience needed to engage a large and geographically dispersed audience, give leadership a clear platform and ensure that people left feeling part of one organisation rather than five separate companies.

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Project snapshot

• Client: The Marketing Practice
• Event: Global company and brand alignment event
• Location: Barcelona and Sitges
• Guests: 365
• Markets represented: More than 20
• Business context: 20th anniversary, integration of five acquired businesses and introduction of a shared brand identity

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The business challenge

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TMP had reached a significant point in its development.

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The company was celebrating two decades of growth while bringing together five acquired organisations under one identity. For many attendees, this would be the first time they had met colleagues from across the wider international business.

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The event therefore needed to achieve several outcomes at once.

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It had to recognise the company’s history without becoming retrospective, communicate the future direction of the organisation and begin building a stronger shared culture across teams that had previously operated separately.

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There was also considerable operational complexity. International travel, accommodation, multiple venues, different programme environments and the movement of 365 attendees all needed to be carefully coordinated.

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Our approach

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We designed the programme around three connected objectives: alignment, belonging and momentum.

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Leadership content gave the organisation a platform to communicate the new identity and future strategy. Shared activities encouraged people from different businesses and markets to interact, while the wider programme created the energy and sense of occasion expected from an important company milestone.

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The conference, team experiences and evening hospitality were not treated as separate event components. Each stage was designed to contribute to the same audience journey, moving people from understanding the company’s direction to experiencing what being part of the wider organisation could feel like.

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What We Are MEaT delivered

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We Are MEaT supported the strategic planning and complete operational delivery of the multi-day programme.

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Our responsibilities included:

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• Event and programme development
• Venue sourcing and contracting
• International travel coordination across more than 20 markets
• Accommodation management
• Ground transportation
• Multiple venue and supplier coordination
• Team experiences and social programming
• Guest communications and attendee logistics
• Detailed event schedules and operational planning
• On-site management across the complete programme

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Structured planning with TMP’s internal stakeholders ensured that the programme remained aligned with the business objectives as the content, logistics and attendee experience developed.

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Managing the scale

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An event involving 365 international attendees required detailed control behind the scenes.

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Our team coordinated different travel patterns, venues, suppliers, schedules and attendee movements while maintaining a consistent experience across the programme.

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This allowed TMP’s leadership and internal teams to concentrate on their people, content and company message while We Are MEaT managed the operational environment around them.

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The impact

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The event gave TMP a powerful shared moment at a critical stage of organisational change.

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It introduced the new brand through a collective experience rather than a conventional internal launch, helped build connections between newly integrated teams and gave leadership a visible platform from which to communicate the company’s future.

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The programme contributed to measurable improvements in employee engagement and a sustained reduction in staff turnover over the following six months.

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TMP described the feedback from its people as outstanding and confirmed that the event achieved the goals set at the outset.

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“Our goal was not just to celebrate 20 years, but to bring together for the first time five organisations that we had acquired and begin building common culture and connection.”

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What this project demonstrates

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This event shows how We Are MEaT supports organisations through significant moments of growth and change.

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We combine strategic event thinking with the international logistics, stakeholder management and live delivery required to bring large and complex company audiences together successfully.

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Planning a global company event?

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We design and deliver company summits, leadership events and international experiences that help organisations communicate change, connect their people and build momentum around what happens next.

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