Gain expert marketing insight at Events Uncovered

Lauren Hayward from Forum Group Events & Marketing will share her events marketing expertise at Events Uncovered presented by Spice on Tuesday, 23 July, 2024.

Events Uncovered presented by Spice returns for its ninth year and is being held at Museum of Contemporary Art Australia, in Sydney, and will feature a free Showcase and ticketed Knowledge Sessions featuring the events industry’s innovators and thought leaders.

Hayward (pictured, above) comes to Events Uncovered fresh off Forum Group Events & Marketing winning MEA Platinum Company of the Year at the MEA Awards.

The event marketing expert will deliver industry insights during an onstage session in conversation with Spice editor Gavin Dennett, where she will share the tips and tricks to help sell your events and get cut-through in a crowded digital landscape, allowing your events to reach their potential.

Forum Group Events & Marketing is a multi-award-winning corporate event marketing and management agency that has more than 25 years’ experience producing innovative, world-class events.

As a NSW Government preferred supplier, trusted by global Fortune 500 companies, Forum Group’s integrated campaign approach offers an end-to-end solution for clients’ events and marketing objectives, starting from initial strategic planning, event marketing and management execution, to post-event activities that guarantee ROI.

During the past 15 years, Lauren has overseen event campaigns for several Australian government departments and corporations, including some of the largest global IT companies, and worked with CEOs and senior managers to help achieve desired business outcomes.

Lauren has previously been awarded Young Achiever of the Year at the Australian Event Awards, as well as YMEA Future Leader and Event Manager of the Year by Meetings and Events Australia.

Throughout the day, upstairs in MCA Australia’s Harbourside Room and Quayside Room, the industry’s thought leaders will impart their wisdom and knowledge in the ticketed Spice Knowledge Sessions.

The Spice Knowledge Sessions will be opened with a keynote session from Kieran Flanagan and Dan Gregory, co-founders of The Behaviour Report.

The duo helps teams, leaders and individuals understand people by making behavioural principles, insights and trends easy to understand and use. They help drive performance, engagement and give everyone a better understanding of what moves and motivates us, and the people around us.

Their session at Events Uncovered presented by Spice will be “Let us edu-tain you” – powered by Inspire Speakers – where Kieran and Dan will share the tips and tricks they use every day as human behaviouralists and creative problem solvers to keep ideas flowing, even when you’re snowed under with work.

The duo wants people to feel more creative, more connected and more courageous so you can stay inspired and love being in events.

Kieren and Dan have worked with the UN and Singapore Government on strategies to reduce human trafficking in the region; developed leadership teams for multinational tech giants across multiple continents and cultures; created strategies behind new product launches; authored a graduate curriculum on “The Business of Human Behaviour” with the School of Psychology and School of Business at Western Sydney University; and performed stand-up comedy across three continents.

They have been bringing their unique mix of information and entertainment to stages all over the world, and have been voted by Meetings & Conventions in the US as being “the top 25 keynote speakers to watch”.

In their keynote address, they will encourage the audience to be more creative, be more connected and be more courageous in their personal lives and through work in the events industry.

The Spice Knowledge Sessions will be closed with an inspiring keynote address – also powered by Inspire Speakers – from mother and son, Judy and Tim Sharp, who have a life and story like no other. 

Tim, who has autism, is an international artist and the creator of superhero character Laser Beak Man. Early in his life, Judy was told he would never be able to speak or communicate, but fast-forward to today and they are speaking on stages all over Australia.

Tim’s original artworks have taken the duo to places never thought possible. 

Their best-selling book and keynote, A Double Shot of Happiness, will take you to every station, from adversity to hope and resilience, with laughter and tears, then onto the best destination of all: happiness.

You won’t want to miss this inspirational story of two incredible Australians. 

On show at Events Uncovered presented by Spice at MCA Australia – located at Circular Quay on stunning Sydney Harbour – will be the nation’s leading venues and suppliers, as well as speakers and event professionals sharing their insight and experience on the events industry.

Other ticketed Spice Knowledge Sessions will feature information and case studies across a range of topics most relevant for today’s event planners. Confirmed sessions will be themes on combatting event planner burnout; innovation trends and AI; industry veterans discussing the future of the events sector and intergenerational learnings; sustainability in the events industry; crisis management; delivering sensory journeys that go beyond visuals; event marketing and promotional cut-through; hosting events on a budget and getting maximum bang for your buck; and sustainability in events.

Spice Knowledge Sessions speakers appearing on the day include Janene Wardrop, event specialist, International College of Management, Sydney; Chris Schlueter, director of business and innovation, Sprintr; Paul Hutton, area vice president, APAC, Hilton; Shelly McElroy, managing director, Dream Culture; Luke Flemming, director of human resources, ICC Sydney; Martine Beaumont, founder and CEO, Select Wellness Australia; Manisha Amin, CEO, Centre for Inclusive Design; and Anna Sheppard, founder and CEO of Bambuddha Group, who will MC the event.

Also running with the Spice Knowledge Sessions will be an educational hub presented by audio-visual company AV1, as well as fun and interactive musical engagement from Song Division.

Attendees to the event will experience fresh and innovative trends, suppliers and venue offerings at Events Uncovered’s free showcase at MCA Australia’s ground-floor Foundation Hall.

Exhibiting at the Events Uncovered presented by Spice Showcase is Sprintr; Bambuddha Group; Destination North Coast; Entegy; D PLUS D Events; Fairmont Resort Blue Mountains by McGallery; Destination NSW and Business Events NSW; CVENT; CENTREPIECE at Melbourne Park; Flex by ISPT; Mirrorbooth; MCA Australia; NatureBoss; Novotel Sydney on Darling Harbour; Novotel Sydney Brighton Beach; Novotel Wollongong North Beach; Showtime Event Group; Trippas White Group; Village Roadshow Theme Parks; Watersedge at Campbell’s Stores; Rentertainment; One World Rental; Party Higher; Pullman Melbourne; Pullman Grand Quay; Pullman Sydney Hyde Park; and Solotel Events and Experiences.

To get your free showcase tickets, click here.

Following a full day of keynote speakers, educational sessions, the free exhibitor Showcase of products and services, and networking that will help you take your event to the next level, attendees will let down their hair at Uncovered After Dark.

This evening event, from 6pm to 8pm, is also at MCA Australia, where partygoers can mingle with the events industry’s movers and shakers while enjoying cocktails, fantastic food, great music and a fantastically fun vibe against a backdrop of stunning Sydney Harbour.

Nobody knows how to have fun like event professionals so come join your industry peers at a party not to be missed!

Uncovered After Dark is proudly sponsored by Solution Entertainment, D PLUS D Events, AV1 and Oneill Photographics.

This year promises to be the biggest in the event’s history so don’t miss Events Uncovered presented by Spice.

To purchase tickets and for more information – including more exciting speakers to be announced soon – visit


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