Discovering Jack Morton: Strategic Insights into Our Market

At certain events like CES, brands seize the opportunity to make major announcements and create impact. There is a real need for creativity in these cases, and clients recognize that need, seeking impactful results and a strong narrative behind their presence. At other events, the client simply wants to “tick the box”: attract X number of people, and that’s it. Between these two extremes—the trivialization of events and their elevation to a strategic status—lies a grey area filled with a wide range of scenarios.

There is a growing demand for an integrated approach: a physical event linked to a broader communication campaign. The physical event becomes part of something bigger, often driven by digital. And this tension between the physical and the digital can present interesting challenges.

Production is increasingly accessible. So how do you stand out? Through creativity, by using technologies in a smart way, and by placing the physical experience at the heart of all communication channels: social media, campaigns, and more. The idea is to make the boundaries between the physical and digital experience as fluid as possible.

We always try to approach a brief from an experiential concept. Technology or technical means should support the concept and the strategy—not the other way around. Starting with an impressive technology without a strong story behind it creates a “varnish” effect: it shines, but it doesn’t last.

Experience is not just a moment. It’s an emotional, psychological narrative… The goal of the experience is to reach the audience, to create cultural resonance. In fact, every event expresses a culture—whether it’s for a group of engineers at an IT conference or any other field.

One risk is that sometimes you think you’ve integrated everything well, that everything is coherent… but it’s too complex, there are too many stimuli, and the audience doesn’t understand the message.

We need to find a balance between creativity and pragmatism. We’re not creating pure art—we’re crafting communication tools. But in the best cases, we create that slightly magical moment when the audience tells themselves: “I’m in the right place, at the right time.”

Sometimes, all it takes is a great speaker on a simple stage for the magic to happen. But often, for large-scale events, a more complex orchestration is needed—and above all, a psychological preparation of the audience to experience something powerful.

What makes events so powerful is that event professionals have a deep understanding of human nature. To create events, you need to understand: “if I trigger this stimulus, I’ll get that reaction. If I want people to feel this, I need to build that sequence of experiences.”

I’m not sure we can completely isolate events from the rest of the communication ecosystem. It would be dangerous to think of events as separate or disconnected. We need to analyze what we contribute in terms of understanding how people interact, how they experience a brand or a moment—and know how to deliver it at exactly the right time.

For event agencies, the key is to understand what other agencies are doing, what they bring to the table, and how we can connect with them. Not to fragment, but to offer something coherent and seamless.

There is growing complexity in communication. And within that, events seem to hold a central role because they truly touch people… but every player believes they are at the center—digital agencies, advertising agencies, event agencies. Perhaps there is no single center; it’s a dynamic system. And while we have the advantage of direct contact and lived experience, we also face limitations: events are ephemeral, limited in time and space, whereas an advertising message can last for months and reach a broader audience. Our impact is powerful, but momentary.

Read the full interview at eventosMagazine.

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