EMEA Leadership Conference

Creating a live, immersive experience for Starbucks partners in Europe, the Middle East, and Africa.

Touch designed Starbucks’ first Leadership Conference for Europe, the Middle East and Africa around the theme, “A New Day.” Every aspect of our event strategy immersed delegates in the Starbucks brand, from the venue to breakout session themes to conference activities.

The event in Amsterdam began with Howard Schultz, Starbucks’ chairman and CEO, joining Michelle Gass, president of Starbucks EMEA, as she welcomed 350 district managers from 32 countries. Throughout the event, delegates explored how to win customers’ hearts and minds in today’s challenging market while Starbucks’ top performers were recognized at an awards dinner.

True to Starbucks’ philosophy, there was also strong community involvement during the conference. For example, TEDxYouth @ Amsterdam ran an art workshop where delegates worked with local young people to create a piece of art based on the theme of “A New Day.”

The success of this live experience means Starbucks EMEA and Touch are now working together to create similar events across the region.
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