The Kuldmuna event marketing jury is led by Maris Altsoo, partner and creative director at Milestone Events. In the interview, she discusses how to better understand event marketing, how to integrate creativity and innovation into one’s work, and what aspects play the most significant roles in this field.
How have your experiences helped you discover new approaches and strategies in event marketing, both in Estonia and internationally?
Event marketing is significantly more versatile than it might seem at first glance. Having been active in the international market for the past few years, I can highlight how different the focuses of this field can be in Estonia and abroad.
In Estonia, there is a strong focus on internal communication, while internationally, a lot of emphasis is placed on B2B solutions and increasing brand awareness through events. This is understandable, as Estonia’s small size limits the need for large-scale B2B and promotional solutions. However, there is much to learn from us in terms of internal communication and engagement strategies.
Working in event marketing is, in a way, like sports—you have to constantly train, be curious, and stay in shape. The international market is like an intense training camp—global experience adds a lot of knowledge, creativity, teamwork, and, most importantly, practical skills to solve complex situations where quick solutions, contacts, and opportunities are often lacking. This ability is invaluable in our field, as we are always the problem solvers and decision-makers on-site during projects.
And the most positive thing? The level of Estonian services and skills is very competitive on an international scale.
Do people understand the importance of event marketing?
Those who consider it important certainly do. Especially those with whom we can engage in a deeper dialogue—why, how, and for what purpose we offer this service. Those who do not consider it important often do not understand, and perhaps not everyone needs an agency by their side. However, choosing a strong partner and strategic cooperation definitely helps to better see the real value of event marketing.
At this point, it is also essential to ask whether people understand not only the importance but also the cost of this service. In Estonia, world-class solutions are expected, which are undoubtedly achievable since our level is very high. However, the problem is that the budgets unfortunately do not match these expectations. I believe that the pricing of quality event marketing is a pain point in Estonia, and it plays a crucial role in retaining and developing talent.
What are the main trends you have noticed in event marketing lately? How might they influence the future?
The topic of trends is constantly relevant, but sometimes it seems that talking about trends has become a trend in itself. Event marketing is not like the fashion world, where new colors and styles dominate every season. A good solution does not arise merely from following trends but from the client’s current needs and goals.
I believe that staying in touch with changes that concern the audience and their expectations is more important than trends. This is particularly evident in conferences, where technological advancements and the emergence of a new generation have brought new challenges.
Long, multi-hour presentations have been replaced by lightning sessions, and the ways of engaging people have evolved. More interactive formats, technological, and visually appealing solutions are being used. On the other hand, humanity remains equally important.
Fortunately, sustainability has now become more of a standard rather than just a trend. At least in our team, it is an everyday part of decision-making and planning activities, although there is still a long way to go in this area. The important thing is that the movement has begun.
What is the most important aspect of event marketing?
There are many significant factors, but I would like to highlight six keywords this time: purpose, impact, trust, attitude, chemistry, and delivery.
It is crucial to understand why we do this and what impact this work has on participants, the company, and the brand. Certainly, the trust and chemistry between all parties are essential for good things to actually happen.
And in the end, delivery is what truly matters. Even the best ideas lose value if they cannot be executed with quality. In event marketing, it is not enough just to organize an event—the key is achieving results and the final outcome. It is often thought that organizing events is something that anyone can do. However, the question is, with what value and outcome? This is what distinguishes professional execution from casual organizing.
How do you assess creativity and innovation in event organization?
Creativity and innovation are, in my opinion, some of the most fascinating aspects of event marketing and should often go hand in hand.
Innovation allows for surprising the audience, but its success depends on continuous development and the willingness to test new solutions. A good creative director and their ideas are like the cherry on top—everything falls into place and becomes a whole. However, neither of these elements works without strong organization. You also need well-thought-out and efficient management for these elements to shine.
How did you choose the jury?
Having participated in many juries myself, including the Kuldmuna jury, it was essential for me to find people who genuinely want to and can find the time to delve into the work and who can see different aspects both from the event organization and the client’s perspective.
Every person in the jury has a strong background. It includes both current and former agency leaders (who have played almost every role in their careers); thorough creative professionals; detailed project managers and producers; and also people with international reach who undoubtedly have a very interesting perspective on what is happening in Estonia.
But I know and believe that this group, in particular, can complement each other and grasp creativity.
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