The Event
- A multinational Global Leadership Summit was held in Morocco to bring together cross-functional teams across multiple therapeutic areas (TAs) for knowledge sharing, skill-building, and celebration for 350 in-person and 50 virtual attendees.
- MTA and EliQue Events partnered to deliver dynamic creative programming, high-quality production, expert logistics, with impressive contingency planning, for this event.
The Challenge
- Program integration complexity: Transitioning from siloed therapeutic area (TA) tracks to a more integrated, cross-therapeutic format required redesigning the agenda to balance global, top-down content with TA-specific deep dives while avoiding competition between plenaries.
- Rehearsal and timing constraints: Extensive rehearsals across plenaries and TA sessions necessitated agenda adjustments and tight on-site scheduling.
- On-site pivots in unexpected weather conditions: moving planned outdoor activities indoors and reconfiguring spaces while preserving the attendee experience.
The Results
- The program successfully combined several elements to meet the event goals: universal plenary sessions, TA-specific deep dives, interactive poster presentations, and culturally immersive experiences for the attendees.
- Arriving guests were welcomed with a traditional tea ceremony, with the entire event focusing on authentic Moroccan experiences.
- The event kicked off day one with best-practice sessions for poster presentations, followed by an opening general session featuring drummers and a keynote speaker to energize attendees.
- The evening celebration took place in the hotel lobby, featuring a barbecue, a henna artist, a perfume corner, and authentic Moroccan food prepared by a Michelin-starred chef.
- Day two continued with an “Unmatched” sports-themed day of activities. Therapeutic areas embraced the engaging theme with props and high-energy rally moments to elicit a collaborative, competitive buzz. The programming included master classes to sharpen presentation skills and networking huddles in a comfortable, relaxed environment.
- The redesigned agenda, universal plenaries for all attendees combined with TA deep dives, promoted cross-learning. Attendees participated in shared sessions and then engaged in focused, TA-specific content during deep dives for an overall improved attendee experience.
- The final day balanced focused leadership and celebration. A networking breakfast with top leaders set a purposeful tone, followed by TA deep‑dives into technical and therapeutic content.
- The event closed with an awards gala complete with medals, a live band, and a celebratory party that honored achievement and sent everyone home inspired and connected.
