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Hexagon MSC Smarter Futures Global Sales Kick-off

Helping a world-leading software business engage with global sales team.

In delivering an event experience for one of the fastest-growing tech companies in the world, we had the unique opportunity to blend simulation with reality and create an event which embodied the the state-of-the-art products that define Hexagon MSC Software.

Hexagon MSC Software asked us to co-ordinate their first global sales kick-off in Madrid. In just three months, we met our client’s ambitious objectives with creativity, hard work and swift problem-solving.

Delivering a leading-edge event experience

  • 10 nationalities 
  • 16 speakers
  • 4 days
  • 3 stages
  • 2 bands 
  • 1 exceptional experience in Madrid

The concept

Our team was tasked with bringing together the full Hexagon MSC Software international sales team to deliver an engaging, interactive and inspirational four-day conference.

The overall objective was to bring together the diverse global sales teams as one force. To unite delegates over the same goals and leave them motivated to take their business to the next level and increase sales performance, equipped with the capability of implementing new sales techniques.

The approach

We worked closely with MSC Software’s Global Marketing Director and her team, along with the CEO and his leadership team. We explored the aims, blended ideas, messages and tactics and developed a targeted approach to deliver one, story-led experience for the delegates to remember forever.

“Words cannot express how outstanding I think you are, thank you so much for being you!” Mary Harrison, Global Marketing Director, MSC Software 


The creative

We developed the chosen objectives into a creative framework against which messaging, branding and agenda ideas could be benchmarked. This approach was pivotal in ensuring fully-integrated themes that would resonate in the minds of the delegates.

Our creative studio team used the framework to design all of the event branding and visuals.  We developed the messaging and expression of the themes across all channels: online, print and face-to-face at the event. Our creative professionals devised delegate journey packs and all of the conference’s creative assets.

The technology

We created and built a bespoke online registration system to simplify delegate check-in and flight purchasing, communicate event information and enable us to start the delegate journey well before they landed in Madrid.

The logistics

We used our professional event expertise to manage every aspect of the logistics: from working with local DMOs, the hotel, coach companies and other local suppliers to sourcing incredible bands, speakers and activities and from the build of fantastic stage sets and equipment set-up to speaker rehearsals, all culminating in a seamless experience.

The production

We produced an inspirational welcome film to kick off the conference, complementing and setting the tone for the agenda that followed.

Our Event Director and Creative Director led all stages of the work, pulling in key talent from across the agency and from our more extensive supply chain network to curate and manage all aspects of the production across multiple stages and locations within one large hotel.

During the conference, we directed every aspect of production including:

  • Management of the tech and production team
  • Development of presentation content
  • Lighting production and staging
  • Sound and music
  • Speaker liaison and briefing
  • Hosting, compering, scripting and agenda composition
  • Filming, live editing and broadcasting
  • Art direction and orchestration 

The speakers

We secured and worked with Bertrand Piccard, explorer for sustainability, to inspire the delegates with an unforgettable keynoste speech.

Famed for Solar Impulse and the first successful solar flight around the world, Bertrand Piccard is an exemplary advocate of how sustainability can be combined with profitability: he was a pertinent speaker to complement the event themes.

Combined with our theatrical lighting and sound, the speech by the “Inspioneer” had the gravitas to lift the entire audience to their feet with tears in their eyes: it's moments like these that make us so passionate and proud of what we do.

During the conference, delegates also heard from Paolo Guglielmini CEO, MSC Software; Norbert Hanke, President and Chief Executive Officer, Hexagon MI; and Omar Abbosh from Accenture; as well as taking part in a range of seminars, breakout sessions, training and an awards presentation.

The after party

From the welcome drinks reception on day one, to the final evening of entertainment, the culture of the Hexagon MSC Software family was brought together with the social programme of the event.

We organised music and entertainment for each night, including the fantastic Patti Lusso, Meat Loaf's former female lead vocalist, and Spike’s All Star Band who created a memorable end to the gala dinner and awards.

A highlight of the party was the Hexagon MSC Software leadership team on stage singing their very own take of Queen’s We Are The Champions, thanks to our friend at Rock Your Business who flew in especially for us.


Following the event, we ran a comprehensive satisfaction survey. We also created a private YouTube channel comprising of highlight films from each day and every single talk to ensure that even those unable to attend had access to the invaluable content.

Our team were the first ones up and the last to go to bed, we ensured that every single person had a brilliant time, the satisfaction surveys speak for themselves.

Stats from satisfaction survey: 

  • The event received an average rating of 4.6.
  • 98% of respondents said the event met their expectations. 
  • The on-site event management received an average rating of 4.5.

Do you need help in delivering an unforgettable event experience - online or live?

Whether your event is small and perfectly formed, or a huge international conference like this, our passionate team would love to help you meet your objectives and create a memorable experience. We can can deliver online event experiences, international events, meet-ups and conferences. 


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