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MELISSA
CAMPBELL
News Views & Insights


The Role of AI in Events and Marketing
Artificial Intelligence isn’t a far-off concept anymore, it’s already reshaping how we plan, design and deliver experiences.
However, success with AI doesn’t come from chasing every shiny new tool. It comes from knowing where it adds value, why it matters, and how to blend it into your workflow. Read on. for practical advice on how to use AI in events and marketing.
Melissa Campbell
Oct 13 min read


What is a Fractional Leadership Role?
Why a Fractional Executive Might Be Your Smartest Hire This Year
In an era where agility, creativity, and budget efficiency are more important than ever, many organizations are rethinking traditional hiring models. Enter the "Fractional Director" role
Melissa Campbell
Aug 155 min read


Running an Agency is Hard. Here’s What I Wish More Founders Knew.
Most agency owners don’t start out wanting to be “business people”.
They’re creatives. Producers. Doers. People who get a buzz from making things happen. But here’s the hard truth:
Melissa Campbell
Mar 283 min read


Strategic Event Innovation: 7 Key Trends Shaping Client Success in 2025
The experiential landscape is evolving rapidly. With rising client expectations, tighter budgets, and new technologies entering the mix. Event agencies are under more pressure than ever to innovate, not just creatively, but strategically.
Melissa Campbell
Jan 315 min read


Why Your Brand Experiences Aren't Hitting Right (And How to Fix It)
Your team have invested months of planning and coordination, managed countless moving parts, and executed flawlessly on every logistical detail.
The feedback? "Nice activation." "Good brand presence." "Professional setup."
But where's the real "experience"? Where's the lasting impression, the social ripple, the "I can't stop thinking about that experience" energy?
Melissa Campbell
Jul 1, 20243 min read


3 Tips to Scale Your Events Function
Scaling an events function, whether in-house or agency-side, can feel like walking a tightrope.
You’re balancing growing demands, tight timelines, shifting stakeholder expectations, and the pressure to deliver experiences that not only impress but also perform. The good news? With the right mindset, structure and support, it’s absolutely possible to scale your event efforts without losing the momentum.
Melissa Campbell
Jun 17, 20243 min read
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