The Ecosystem Effect
How to Turn Events into a Catalyst for Growth
At CEMA Summit 2026 in Toronto, event and marketing leaders from some of the world’s most recognized brands came together to explore a familiar challenge: how can events drive greater business impact?
Hosted by the Corporate Event Marketing Association (CEMA), the summit brought together senior event marketers, brand leaders and experiential professionals, shaping the future of customer engagement and growth.
Among the speakers were Ash Reed, Senior Director of Sponsorship & Growth at Nteractive, and Rachael Truscott, Chief Strategy Officer at TPN, who delivered a thought-provoking session: The Ecosystem Effect: How to Turn Events into a Catalyst for Growth.
Their message was simple. The organization’s creating the greatest value from events are no longer focused on individual programs. They’re building connected ecosystems that unite customers, prospects, partners, content and business objectives to drive growth long after the event ends.
