Carina Bauer, Suzanne Mulligan, Sophie Pink Team IMEX #DESIGNtoCHANGE PODcast with Ruud Janssen

Sep 17, 2025

Carina Bauer, CEO of the IMEX Group, and Suzanne Medcalf Mulligan, Head of Engagement, delve into the art of conversation and its role in the event industry. They discuss IMEX's ambitious 2030 strategy, focusing on AI integration to enhance attendee experiences. The conversation highlights the unique dynamics of serendipitous connections at events and the intentional design behind them, such as the wellness-centered Circadian Cove. Additionally, they explore social media's evolving role in community building and engagement during events.

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ANECDOTE

Career Shift From A Random Chat

Suzanne Medcalf Mulligan joined IMEX after a random conversation that led to a role change.\n- She credits chance chats for some of her best career opportunities.

INSIGHT

Plan And Welcome Serendipity

Important conversations can be both planned and serendipitous depending on the desired outcome.\n- Carina Bauer says planned design fits deep outcomes while chance sparks unexpected value.

ADVICE

Protect Deep Conversations Offsite

Schedule only lighter, quick conversations during your own event week to allow for interruptions.\n- Reserve in-depth discussions for post-event or external meetings when you can focus fully.

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The #DESIGNtoCHANGE podcast, hosted by Ruud Janssen, DES, CMM , brought together IMEX leaders Carina Bauer , Suzanne Medcalf Mulligan , and Sophie Pink to explore the transformative power of conversations in the events industry and the strategies behind IMEX's success. IMEX Frankfurt was celebrated as a global networking hub where serendipitous connections often lead to impactful collaborations, such as Marina Bay Sands ' partnership with the Event Design Collective, which has resulted in global event design training initiatives. See the full newsletter + video here: https://www.linkedin.com/pulse/carina-bauer-suzanne-mulligan-sophie-pink-team-imex-srlxe/?trackingId=9wKUU6etWZyk3xza1d%2B68w%3D%3D The IMEX team, a small yet dynamic group based in Brighton, orchestrates large-scale events like IMEX America, which hosts 85,000 meetings, 15,873 participants, and 3,500 exhibitors. Among the highlights of IMEX America is the Circadian Cove activation, designed to align activities with attendees' circadian rhythms for a more personalized experience. Social media plays a pivotal role in amplifying IMEX's impact, with LinkedIn driving business engagement, Instagram spiking during events, and the #IMEX25 hashtag fostering community interaction. First-timer tips were shared to help attendees navigate the extensive schedule and make the most of their experience. Carina Bauer unveiled IMEX's ambitious 2030 strategy, emphasizing AI integration to enhance attendee experiences and streamline operations. The Event Design Collective's climate change sessions were also spotlighted, reflecting IMEX's commitment to innovation and sustainability. As the team gears up for IMEX America, they encouraged attendees to plan their schedules thoughtfully and engage with the vibrant IMEX community online and on-site. This session underscored IMEX's dedication to fostering meaningful connections, driving business outcomes, and shaping the future of the events industry. Speakers Carina Bauer IMEX Group (https://www.linkedin.com/in/carina-bauer17/ ) Sophie Pink Digital & Social Media Manager IMEX Group (https://www.linkedin.com/in/sophie-pink-73747010b/) Suzanne Medcalf Mulligan Head of Engagement IMEX Group (https://www.linkedin.com/in/suzanne-medcalf-mulligan/) Ruud Janssen, DES, CMM Managing Partner / Founder Event Design Collective GmbH (https://www.linkedin.com/in/ruudwjanssen/ )