Ideas Academy presented by Spice at AIME 2024: Lauren Hayward

Lauren Hayward, owner and managing director of Forum Group Events and Marketing is presenting a session on event marketing essentials at the Ideas Academy presented by Spice at AIME 2024.

For the first time, Spice is presenting the Ideas Academy at AIME 2024 – to be held on 20-21 February at the Melbourne Convention and Exhibition Centre – with keynote speaker sessions and panel discussions delivering expert information and knowledge sharing about the events industry.

Each Ideas Academy presented by Spice session will be delivered silently via individual headphones, with high-quality, informative content providing practical takeaways for attendees to implement in their businesses.

Topics covered include event marketing, sustainability, food and beverage, entertainment, team building, First Nations culture and wellness.

On Tuesday, 20 February, from 3pm to 3.30pm, Lauren will present the “Event Marketing Essentials” session.

From creating a winning pitch to making an award submission, she will give expert tips on marketing your event to its full potential. The presentation will include:

  • Marketing your event and how it lives post-event.
  • Measuring impact.
  • Bringing your event brand identity to life.

Forum Group Events and 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.

Ideas Academy sessions are free for all AIME attendees without booking.

Registrations for AIME 2024, which runs from 19-21 February, are now open at

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