GES Launches Spiro Marketing Solutions Agency for New Era of Events
Global Experience Specialists (GES), a leading global provider of exhibition services, brand experiences and live event services, debuted Spiro, an integrated marketing solutions agency that aims to deliver uniquely elevated experiences for the new era of events, including virtual, hybrid and in-person formats.
“The past two years have reinforced the critical value of events and experiences in connecting people,” said Jeff Stelmach, global president of Spiro. “[Today], it’s not about meeting people with similar interests in a single location—it’s about people with similar interests meeting up in the mediums where they are.”
Spiro was launched specifically to expand GES’ capabilities for all types of events for existing clients and new clients the company aims to attract, according to Stelmach.
“Our intention is to leverage our 90 years of industry knowledge, market share, brand equity and existing capabilities to create the brand experience agency for the ‘new now,’” he said. “The world we live in and the industry we work in have forever changed and will continue to evolve, and our clients’ businesses have changed. We must evolve with our industry and with our clients on how we create and deliver experiences for them.”
Spiro is designed to build upon GES’ global reach in exhibit and portfolio management, corporate meetings, conferences and events, product launches and sponsorship activations, Stelmach added.
“With the creation of Spiro, we can now expand our expertise to include more mediums and opportunities for audiences to engage with brands—consumer pop-ups, sports activations, immersive experiences and beyond,” he said. “We will be creating global events and experiences that redefine how humans connect, and we will bring them to life across integrated physical, digital, mobile and hybrid mediums.”
Working with some of the world's most recognized brands, Spiro’s strategists, creators, innovators, builders, marketers and specialists will work together to deliver high-impact brand experiences.
Spiro is creatively led and strategically driven, according to Stelmach, deploying coordinated strategic event management, creative design and production to all mediums with equal priority and focus, along with services centering on thought leadership and innovation, immersive storytelling, event tech, data capture and social engagement.
Innovation and immersive storytelling are at the heart of how Spiro aims to bring clients’ visions to life, Stelmach added.
“It is critical that adaptive organizations and brands become more intentional and systematic about offering audiences experiences that encompass the human drivers for connection: exploration, discovery, mastery and shared experiences,” Stelmach said. “These drivers are most effectively conveyed and readily received through the power of story. Even in our noisy world, well-crafted stories compel an audience to listen, drawing them in and staying with them long after the story is done.”
Another important way Spiro will help businesses thoughtfully engage with their audiences is through its proprietary community-building service.
“Our perspective is that people attend events and experiences, but they join communities,” Stelmech said. “Spiro has developed a proprietary framework, CCXD (Community-Centered Experience Design) based on the academic theories of Communities of Practice that will enable and activate the creation of ongoing community through a systemic community mapping and community blueprint creation process to ensure the connection moments we create yield long term dividends of joined community and continued brand engagement.”
Photo credit: Aveda