GOTHENBURG, Sweden, May 24, 2022
/PRNewswire/ -- Spiro™, the brand experience agency within
the GES Collective, has named Beki Winchel Thought Leadership and
Innovation Director. In her new position, Winchel will draw upon
decades of experience creating, executing and advising marketing,
PR and digital media content for companies of all sizes to deliver
high-value returns for Spiro clients.
Spiro Appoints Beki Winchel as Thought
Leadership & Innovation Director
Based in Gothenburg, Sweden,
Winchel is part of a global Spiro marketing team reporting directly
to Spiro's Chief Marketing Officer, Carley
Faircloth. She will be dedicated to boosting brand
awareness and showcasing how the agency helps businesses plan and
execute events and experiences that unite their audiences,
regardless of where in the world they may be, what time zones
they're on, or the mediums and ways they choose to engage. Winchel
will focus her efforts on creating impactful thought leadership
content, strategies and campaigns that encourage innovative
conversations, partnerships, and solutions – and ultimately, help
Spiro lead positive and meaningful change within the industry.
In fact, Spiro concentrates its efforts on addressing the
challenges associated with the NEW NOW™, or the changed face of the
event management industry brought on by the pandemic. Much of this
involves shifting companies' mindsets away from hosting one-off
events that occur in a single location to orchestrating physical,
virtual and hybrid events and experiences that allow them to
connect with their communities on an even broader scale.
" 'Attending' an event no longer means what it once did, and
consumer behavior has irrevocably changed," said Winchel. "Instead
of limiting growth and engagement opportunities by viewing brand
experiences as only in-person, digital or hybrid, we're showing
companies that the future is experiences anywhere, anytime and
however people want to participate. For today's consumer, being
'There' for an event is All Real Life, or ARL, and Spiro offers
companies the ability to harness this power by creating experiences
wherever their customers' 'There' is."
Prior to her time at Spiro, Winchel worked as Learning Content
and Research Developer at PCMA, a professional convention
management association. There, she worked with a wide range of
well-known names, including Destination Canada, Visit Louisville,
Marriott International and Hilton Hotels & Resorts. She also
honed her skills at the likes of Ragan Communications and
consulting for other companies, creating editorial, sponsored and
event programming content featuring thought leadership from Estée
Lauder, PayPal, Nike, NBC Universal, The Absolut Company, MSNBC,
Microsoft, Facebook and AstraZeneca, among multiple others.
"Beki's broad experience and knowledge of global markets is a
major strength for the Spiro team and a major asset for our
clients," Faircloth said. "We're eager to see what she brings to
the table and how she draws upon her global perspective to foster
innovation throughout Europe and
across the globe."
For more about Spiro and how we are disrupting and innovating
the global events industry, check out ThisIsSpiro.com.
Media Contact:
Jenn Joseph
The Encore Agency
602-329-8040
Jenn@TheEncoreAgency.com
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SOURCE Spiro