Events Industry Association, Case Study

The Keynote That Rewrote the Conference

When MEA engaged Morris for their national conference, the brief was urgent. The sector was under strain, member sentiment was split, and the association needed a keynote that didn’t just inspire it needed to align. Morris opened the conference with a strategic foresight session that reframed the entire three-day event. It wasn’t about trends. It was about truth.

Speaking directly to both members and board-level leaders, Morris outlined the structural shifts reshaping the events industry: from hybrid models and sponsor fatigue to behavioural change and AI-led event planning. What followed was more than a keynote. It became the anchor conversation for the entire conference, setting the tone for panel discussions, breakout sessions, and boardroom conversations long after he left the stage.

Shift: From disconnected member experiences to a shared language of transformation and possibility.

The result? A stronger, more strategically aligned MEA conference, with feedback naming Morris’s keynote as the moment the industry stopped reacting and started leading.