1. How could Novo Nordisk create and maintain a consistent, authentic branded experience for meeting attendees and the public that would not be lost amid high energy and activity levels of a busy global conference?
2. How would Novo Nordisk develop a long-term strategy that would allow the event to scale, and scale intelligently alongside their business and in a constantly changing regulatory environment?
3. How would Novo Nordisk create and extend a relationship with the EASD delegates and the public by building a community of followers with an impact on both the local and global community?

Novo Nordisk had experienced the best practices we had deployed at prior events in North America and in South Africa, so they had searched for a way to initiate an event framework to scale. So our strategy was designed to grow the event from the inside out by focusing on the delegates first, strengthening the brand second, and over the course of the next few years, engaging the public more.

Tactically — we translated our strategy into four primary objectives:

• To standardize the presentation of the Novo Nordisk brand at the event (something that had never been achieved in previous years).
• To give attendees a memorable brand experience like they had never seen before.
• To integrate the brand with local culture to provide relevance and value while at the event.
• To develop a fully integrated digital web presence that would provide extensive event details, capture race registration, and present a more cohesive brand experience in the time leading up to and following the event.