When two industry veterans with 25 years in the game sit down and start swapping war stories about “making it gold at 2am”, you know you’re onto a winner! 

In this episode of EventNewsDXB, host Ian Carless, is joined by Jo Webber and Sally Kay from This is Spiro and this is a conversation that cuts right to the heart of delivering events in Dubai and the MENA region. From impossible timelines and last-minute client curveballs to the growing role of data and what they call “experiential intelligence”, this is a deep dive into how the industry is evolving  and where it still needs to catch up.

We get into the shift from creativity-first to strategy-led thinking, why measurement is finally becoming non-negotiable, and how some brands are still getting experiential wrong by repeating the same tired old formats.

But at its core, this episode is about what actually drives impact. Not just what looks good, but what builds trust, changes behaviour, and delivers real return beyond the event itself.

Production Credits:

Presented by: Ian Carless
Studio Engineer & Editor: Manny Penamora
Executive Producers: Ian Carless & Joe Morrison
Produced by: EventNewsDXB & Poddworx Dubai

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