Over the past few years, I’ve had the privilege of producing large-scale, high-impact events across both physical and virtual spaces. As the Founding President of Advertising Week LatAm and the former Global Head of Original Content for Advertising Week, I’ve worked with global brands to create programming that informs, entertains, and connects.


In 2020, I executive produced Advertising Week 2020, a fully virtual five-day global event that featured hundreds of speakers and tens of thousands of attendees during one of the most disruptive moments in modern history.


That experience forever changed my perspective on what virtual events can achieve—not just as a temporary fix, but as a permanent and strategic format for any organization. If you're a business leader planning your next event, here are five practical lessons I’ve learned to help you turn virtual into value.



1. “Making Do” Is Not a Strategy

Let’s be real: when the pandemic first hit, most of us were just trying to keep the lights on. But we’re well past the phase where virtual is a backup plan. If your mindset is still stuck on “Plan B,” you’re already missing the opportunity.


I’ve seen firsthand how virtual events—when treated with the same care and ambition as live productions—can rival, and in some cases surpass, in-person experiences. They allow you to expand your reach, streamline logistics, reduce costs, and tap into new formats that encourage creativity. But to unlock that potential, you have to approach it as its own medium, not a digital version of something else.



2. Plan Like It’s Live—Because It Is

Planning a virtual event is no less demanding than a physical one. In many ways, it’s even more nuanced. You’re managing technology, content, global time zones, remote presenters, attendee engagement, and more—all without the natural energy and feedback loop that a live audience gives you.


When we produced Advertising Week 2020, our planning window was several months long and involved detailed run-of-shows, rehearsals, speaker onboarding, and tech tests. I highly recommend starting early, stress-testing your platform, and thinking through the entire user journey—from the first marketing email to the final session replay.


3. Anchor Everything to a Clear Theme

Strong events have a soul. For virtual formats, thematic consistency becomes even more important—it gives people a reason to stay engaged and sets your experience apart from the endless Zoom fatigue we’re all trying to avoid.


When designing a theme, tie it back to your company’s mission and values. Then express that theme across branding, session titles, design assets, and the tone of the event. The more unified it feels, the more memorable it becomes.


We once crafted an entire content block around “The Rebuilders” during a moment of global recovery—featuring interviews, panels, and stories that all pointed to renewal, creativity, and resilience. That kind of thematic scaffolding keeps everything connected and emotionally resonant.


4. Design for Interaction, Not Just Information

One of the biggest mistakes I see with virtual events is replicating a webinar format and calling it a day. That’s not an event—that’s a meeting with nicer slides.


If you want to drive real engagement, you need to design for interaction. Consider these ideas:

* Hybrid activities that get people away from their screens, such as team challenges or photo scavenger hunts
* Personal touches like sending branded kits or curated snacks tied to the theme
* Breakout rooms and polls that encourage contribution instead of passive watching
* Inspiring speakers who know how to connect through a screen (hint: not all do)

We also used budgets creatively—giving employees stipends to cook special meals at home, simulating the treat of a team dinner but in their own kitchens. Those small details made the experience feel personal, not transactional.


5. Expect the Unexpected—and Plan for It

Even with military-grade planning, things will go sideways. A speaker's Wi-Fi cuts out. A pre-recorded session fails to load. A timezone error causes someone to miss a keynote. It happens.


Your job is to build flexibility into the system. Have backup speakers, alternate files, contingency content, and real-time tech support at the ready. And make sure the experience feels equitable for every attendee—no matter their location, connection speed, or local time.


One trick I love? Create a shared “buzz moment” for everyone to enjoy, like a surprise guest appearance, a gift drop, or a visual reveal. These kinds of unified moments create that sense of togetherness—even when we’re apart.


Final Thought: Virtual Is a Format, Not a Compromise

In the post-pandemic world, business leaders need to ask themselves: Do I really need to fly everyone across the world for this? Or can we engineer a shared experience with the same level of intention, inspiration, and impact—virtually?


Yes, it’s different. Yes, it requires new muscles. But done right, virtual events aren’t a downgrade—they’re a strategic advantage.


If you’re planning your next event and want help bringing it to life—virtually, hybrid, or otherwise—I’d be happy to share what I’ve learned.