WHEN THE BEST IDEAS ARE CREATED TOGETHER: HOW ICA EVENTS BRINGS INTERNATIONAL TEAMS TOGETHER TO DRIVE PROJECT DEVELOPMENT

BEHIND EVERY SUCCESSFUL INTERNATIONAL EXHIBITION PROJECT LIE MONTHS OF PREPARATION, HUNDREDS OF DECISIONS, AND A LARGE TEAM OF PROFESSIONALS WORKING ACROSS DIFFERENT COUNTRIES.

Yet truly outstanding projects are built not only through technology, marketing tools, or well-established processes. They are created by people who are willing to share their expertise, learn from one another, and work together to generate new ideas. That is why team development is one of the core values of ICA Events.

From 1 to 3 July 2026, Marketing & Content Workshop 2026 took place at Carlton House Terrace in London, bringing together marketing, PR, and digital communications professionals from seven ICA Events offices: Azerbaijan, the United Kingdom, Kazakhstan, the UAE, Poland, Türkiye, and Uzbekistan. The main objective of the workshop was not simply to discuss new marketing tools. Over the course of three days, participants worked together to explore how to make international exhibition projects even stronger, more effective, and more innovative.

The workshop was opened by Edward Strachan, CEO of ICA Events Group, together with independent consultant Paul Hudson, who has more than 25 years of international experience in business development and building high-performing teams. From the very first minutes, it became clear that this was not a series of lectures, but a space for open professional dialogue where every participant was both an expert and a learner.

Learning from Each Other Is One of the Core Values

Each ICA Events office operates in its own market, with its own audience, cultural characteristics, and marketing challenges. That is why the best experience cannot be found in a single textbook. It can only be gained from colleagues who solve real-world challenges every day.

During the workshop, participants shared their own case studies, the best practices from their offices, discussed mistakes, debated different approaches, and worked together to find solutions that would strengthen the exhibitions across the entire Group.

This exchange of knowledge has long been an integral part of ICA Events' corporate culture. There is no competition between offices here; instead, the best ideas become shared experience across the entire company.

From Content to Artificial Intelligence: A Unified Vision for Project Development

The workshop focused on the development of corporate and exhibition websites, the creation of high-quality content, social media promotion strategies, media relations, brand visual identity, cross-promotion of events across the Group, improving the online visibility of exhibitions, as well as leveraging artificial intelligence to position our exhibitions, search for information, analyse data, and prepare marketing materials.

Special attention was given to the practical application of artificial intelligence in marketing. James Harrington and Martyn McDermott shared their experience, demonstrating how AI is already helping teams analyse data, generate new ideas, prepare marketing materials, and improve the efficiency of their daily work.

More Than a Workshop

A significant part of the programme was dedicated to round-table discussions and collaborative work in international groups. This is where the most valuable ideas emerged.

Participants openly discussed existing challenges, compared approaches used by different offices, explored new solutions, and worked together to build a shared understanding of what modern international exhibition marketing should look like. Meetings like these cannot be replaced by online conferences or presentations. They enable teams to find common solutions more quickly and build professional connections that continue to deliver value long after the event itself has ended.

For ICA Events, such meetings are far more than internal training. They are an integral part of the company's long-term development strategy.

By investing in knowledge, the exchange of experience, and the development of international teams, ICA Events is also investing in the quality of its exhibition projects, the standard of client service, and the continued growth of its business.

The best ideas rarely emerge in isolation. They are born when professionals from different countries come together around one table, openly share their experience, and work towards a common goal.

This approach has helped ICA Events develop international exhibition projects and build a strong professional community united by shared values, mutual trust, and a commitment to continuous development for many years.