When BRANDED Agency took on producing its first-ever live event with the American Advertising Federation (AAF) of Miami, the team knew they were entering uncharted territory. Drawing more than 80 attendees—from CPG owners to creatives—the "Game Changers: Back to the Future of Branding" event was a proving ground for BRANDED’s values and approach. Here’s what Head of Marketing Layla Zaiat and her team learned about building an event that truly resonates.
Layla Zaiat set a bold intention for BRANDED’s debut: avoid chasing industry buzzwords and steer the conversation back to enduring principles of branding. “If you don't have a strong foundation, your brand won't last,” she emphasized. The event’s Back to the Future theme brought this to life with clever retro elements, neon lights, and DeLorean references. The creative theming wasn’t just decoration—it immediately made BRANDED memorable to guests, even attracting some solely for the unique vibe. Zaiat shared, “Some people came just for the theme, not even knowing what the event was about. It made us instantly memorable.”
Turning a creative theme into an actual experience presented unique hurdles, from event logistics to standing out in Miami’s crowded scene. BRANDED embraced these challenges—with nostalgia-driven décor and immersive details—all reinforcing the message that brands must ground themselves in strategy, not noise. Interactive activities, lively sessions, and personalized touches elevated what could have been a standard meetup into a highly engaging gathering.
Zaiat’s core lesson: success comes from intentional, thoughtful execution. The team obsessed over every step of the attendee journey, from invites to post-event follow-up. “Build it and they will come, but build it really well,” Zaiat advised. The value was clear: relevant sessions, creative networking, and memorable takeaways made the event stand out and set a high bar for BRANDED’s future. Focusing on the “what, who, and why” at every stage turned a first-time challenge into a blueprint for ongoing brand impact.
BRANDED’s first live event was a clear success, proving the power of well-executed experiences to bring people together and spark meaningful connections. The event’s standout results showed how valuable in-person gatherings can be—not only for brand impact but also for driving future growth.