Exhibition and Event Association of Australasia (EEAA), Case Study

Rebuilding Strategy in a Shifting Industry

The Exhibition and Event Association of Australasia (EEAA) didn’t just book a keynote. They commissioned a strategic provocation, designed to unlock clarity in the middle of a deeply disrupted sector. Over multiple engagements, Morris worked with the EEAA executive team, board, and members to make sense of what was happening across the business events landscape and what was coming next.

This wasn’t a standard conference talk. Morris delivered a keynote, then led a hands-on innovation workshop that brought together internal leaders, external stakeholders, and emerging voices to co-map the future of exhibitions and events. The sessions tackled shifts in attendance behaviour, digital competition, sponsorship value, and member expectations. Years later, Morris was invited back as a national judge for the EEAA Awards for Excellence. This reflected the association’s continued trust in his foresight, judgement, and alignment with the industry’s values.

Shift: From reactive industry survival to long-range, member-facing relevance strategy.

The result? A more strategically aligned association, recognised by its members for naming hard truths early and repositioning events as a future-facing asset rather than a legacy format.