From U2’s mind-bending residency at the Sphere – to the Formula 1 Las Vegas Grand Prix and Super Bowl LVIII – Las Vegas is pulling out all the stops as the location of choice for the world’s greatest events. Senior Account Director & Head of the 2Heads Canada Office, Nadine Susel visits this heart of entertainment and asks, ‘why Las Vegas?’

Vegas Baby! Without fail I’ve found myself in Sin City at least once a year for longer than I care to admit. The lights, the sights – like so many I have a special place in my heart for this wild desert oasis.

It’s impossible to ignore Las Vegas’ resurgence over the past year. She’s a city committed to staying attractive and relevant in a time when influencer reviews can make or break a brand overnight. But then what exactly do brands have to gain by activating in Las Vegas?

The Sphere

“The Sphere? Didn’t notice it when we landed” – said no one! The largest spherical building in the world is unmissable, even in a crowded Vegas skyline. I had the bucket-list worthy honour of seeing U2:UV Achtung Baby Live in October and yes, the completely immersive visuals (coupled with exceptional sound quality) have forever changed my expectations of live entertainment. The exterior of the Sphere immediately became a must-have for major brand takeovers – Netflix, Coca-Cola and Xbox to name just a few! During their AU23 conference, software giant Autodesk joined forces with Marvel Studios to use the Sphere and nearby rooftop for a truly out-of-this-world movie promo. Having been onsite for AU23, I have to say the buzz for keynote speaker (and fellow Canadian) Ryan Reynolds, combined with the Sphere takeover, was the talk of the town!

The Super Bowl

The Formula 1 Las Vegas Grand Prix was the fifth North American race in the 2023 season – further validation that the sport is enjoying massive growth and visibility this side of the pond. As an F1 fan myself, (yes it was Drive to Survive that turned me,) I couldn’t pass on the opportunity to see this one in person. The sheer logistical lift of transforming the Strip into a 200-mph straightaway while maintaining crowd flow and transportation would send any event person into a cold sweat. (Of excitement? Terror? You decide).

In the days leading up to that infamous Saturday night, Vegas was all in on F1. Love it or hate it – the Opening Ceremony showcased the sizzle of Sin City with hotels rolling out the red carpet for private viewing events and each property competing for attention in a cacophony of A-list celebrity talent. I was lucky enough to be invited by one of our local Montreal partners to watch the race from Caesar’s Palace. Witnessing Verstappen’s dominance while enjoying caviar blinis in great company from the rooftop made famous by the Hangover? Only in Vegas.

Las Vegas Grand Prix

Taylor Swift’s race around the world to witness her beau and the Kansas City Chiefs’ victory over the 49ers brought all eyes back to Vegas this past February. In a city built for hosting, Vegas went all in on hospitality lounges, pre-game brand activations and epic after parties. Allegiant Stadium offered outrageously expensive sponsorship packages to brands who were more than happy to shell out seven-figures to be close to the action. Did anyone miss Usher’s halftime performance? If you did, I’m sure you caught up on social media after frantically googling if Beyoncé’s Verizon ad truly was an album teaser.

Similar to the Las Vegas Grand Prix, the Super Bowl took place in the heart of the city. This gave brands the Blank Space to create their ultimate fan Love Story – a captive audience committed to engaging with brands beyond their Wildest Dreams. OK! But in all seriousness the Super Bowl is a master class in timing; providing companies with the flexibility to create a branded environment in downtown Las Vegas, one that amplifies both your social media and media campaigns; that’s a win every time.

Consumer Electronic Show

Last stop on my Vegas year in review: CES – the proving ground for breakthrough technologies and global innovators. Based exclusively in the Las Vegas Convention Center since 2008, there is something about the energy and excitement of CES that truly makes it the most powerful tech event in the world. When the serious business of innovating leans in to the scale and showmanship of Las Vegas, the industry has a chance to let it’s hair down! It’s a show I take massive inspiration from, noting the design and guest engagement trends I want to discuss with our clients, all while getting my steps in.

To share a few of those notes: this year the Sphere’s influence was apparent, with many brands opting for large scale high-resolution bespoke content – purposefully designed to create stunning optical illusions (or trompe-l’œil as we say in French.)

Brands like Google focused on a personalized end-to-end guest experience, relying on exceptional brand ambassadors and detailed set design to create unique fan engagement zones.

The biggest and best surprise for me at CES this year (no I’m not going to say AI) was how media and entertainment brands showed up in a huge way. Disney held it’s annual Tech & Data Showcase during the show, and Netflix created an exclusive immersive theatre trailer for 3 Body Problem complete with replica headsets from the show. Watch this space for what I am sure will be an even bigger presence in 2025.

But Nadine, what exactly do brands have to gain by activating in Vegas?

The answer is simple: attention – and lots of it!

Las Vegas has taken all of the drama, performance and excitement that she has – and offered it as a stage to the world. Whether you’re a brand looking to push the boundaries of entertainment, create brand worlds that fans love, or amplify all of the above via a multi-channel multi-million dollar campaign – Vegas has everything you need to make it happen in a big way. Personally I can’t wait to see what’s next – and I hope to see you there!

Nadine xoxo

2Heads and De Beers Group land important win at this year’s BizBash Event Experience Awards

BizBash is the world’s leading resource for meeting and event professionals looking to stay up-to-date on the latest industry news, get inspired, learn something new, and expand their network.

BizBash is fueled by the event planners, meeting planners, vendors, suppliers, business owners, PR professionals, and aspiring industry leaders who read its content. Aside from an average monthly readership of 500,000, the BizBash mission is to help its audience produce smarter meetings and events — and every year the BizBash Event Experience Awards recognise and celebrate those brands and agencies at the cutting edge of brand experience and events.

2Heads were thrilled to receive two nominations this year for the De Beers Group whose pioneering work in sustainability was nominated for both Best Trade/Consumer Show and Best Sustainability/ Corporate Social Responsibility Program.

Landing the important win for Best Sustainability/ Corporate Social Responsibility in 7th February’s online ceremony, cements De Beers as industry leaders in pushing the boundaries of sustainability and making a positive impact on our planet. 🌿💎

‘Best experience in the show and everything is sustainable! The cork flooring is natural and no trees were damaged. The paint on the walls is 100% natural… So when we talk about building forever, we talk about making sure it influences every decision we make.’

David Prager | Chief Brand Officer | De Beers Group

Read about the BizBash Experience Awards and take a look at the complete list of honorees here.

With possibly the most anticipated awards season ever returning this year, 2Heads turned their eyes to the red carpet to see which organiser delivered the best experience. As a top experiential marketing agency, we’re always looking for inspiration and influence, and nothing brings the glitz more than the awards. Here we discuss the celebs and experiences who owned their moment best.

The Golden Globes

After 118 days on the picket lines, the SAG AFTRA strike came to an end in November 2023 with a well-deserved win for the actors. The Golden Globes on the 7th January was the first big award ceremony to land since the strike ended and a perfect opportunity for them to launch their rebrand following their break from NBC.

Pre-event hype concentrated on how the insitution has changed with an expanded, diversified voting body. Some of these adjustments were welcome, even overdue; but how did they keep the annual celebrity extravaganza fun? The host Jo Koy didn’t have quite the satiricial edge of previous host Ricky Gervais but highlights included Robert Downey Jr’s wry speech, the enthuasism of Jon Batiste and Andra Day’s pairing and of course the added glitter of Taylor Swift in the room. One thing to change for next year however might be the design of that overlarge stage.

SAG Awards

Fast foward three days and the Screen Actors Guild Awards were a different affair. Less efficiency and more exuburance than the Globes, the SAG awards embraced a more relaxed attitude. Organizers set the tone as a reunion almost; a chance to celebrate after spending much of last year on the picket line. Last year, every actor who prevailed at SAG went on to win an Oscar so the guild’s votes were the main talk of the town, though for us as an agency, the highlight of the event were Silent House Productions who provided the slick production behind the SAG’s first live-stream on Netflix.

75th Primetime Emmy Awards

Let’s move on from award vibes and look at after-parties! None of which had more of vibe than those cocooning this year’s Emmy awards. TV’s biggest night took place four months late, leaving brands ample time to get planning. Activations abound with our favourite invite only parties including Disney’s chic winter sanctuary-inspired fete and HBO | Max’s eclectic bungalow bash. 

Disney’s “Après Fête”-themed after-party, held at Otium in Downtown Los Angeles drew inspiration from the chic ambiance of an East Coast boutique mingled with West Coast wine country using a palette of rich leathers, woods, layered textiles. HBO | Max’s Bungalow embraced more of a White Lotus vibe where guests were handed a map of the unique F&B pop-ups and entertainment moments—including performances from DJ Este Haim.

Sundance Film Festival

You can always rely on the Sundance Film Festival to have its finger on the cultural pulse. This year, the world’s biggest indy film fete started to see a return to the pre-covid sales frenzy. Successful screenings included movies like “Super/Man: The Christopher Reeve Story” and “Will & Harper”which received an emotional standing ovation, while “A Real Pain” scored multimillion-dollar deals. Sundance is back to its exciting ways and hopefully sets the tone for this year’s screenings from LA to London.

66th Annual Grammy Awards

Moving into February, the vibe for the Grammy’s was all about record-breaking. From Taylor Swift’s fourth best album win to Billie Eilish’s 2nd Song of the Year Trophy, one stand out moment for us was Miley Cyrus’s impromptu sing-along and endearingly ‘real’ award acceptance. Loud and proud was also the theme for the awards activations, from the Recording Academy’s eclectic music festival to Mastercards fully planted secret garden and the Black Music Collective’s multi-demensional LED tunnel, this year was all about Gucci disco ball ceilings and giant branded boomboxes!

What’s next on the horizon? We’re looking forward to the BAFTA’s in the UK on the 18th February and of course, the 96th Academy Awards on the 10th March. Closing out the season, this year’s Oscars promise to be the most-watched yet, and we’ll be there celebrating with Disney Advertising Sales.

2Heads wins a place for the 2nd year on EventMarketer’s Top 100 Agency List, recognising the best event agencies serving the experiential industry.

We’re delighted to announce that for the second year in a row, 2Heads has made the Event Marketer’s It List as one of the top 100 agencies driving the experiential marketing industry forward.

Beyond celebrating our 40th year as an independent agency, 2Heads, known for harnessing the power of experiential marketing, were singled out by the judges for delivering a host of award-winning experiences.

2022-23 saw 2Heads develop interactive themed entertainment for Legoland, throw stunning parties for Disney and form partnerships with new clients De Beers and Sega. The Sega @ Anime expo was a big moment for us, collaborating with the iconic gaming brand at one of the fastest growing events in North America.

The editors of Event Marketer magazine, look for creativity and results when presenting their annual special report. Another special nod was given to our ongoing work in sustainability and the creation of eco-conscious events.

The IT List recognises the top 100 event marketing agencies worldwide, differentiated by their services, creativity, evolution and, importantly, results.

Click here for the full 2023 Top 100 IT List.

2Heads are thrilled to welcome more six new recruits to the family, each one bringing their own creativity and personality to the team.

2Heads welcomes new joiners to both the London and North American arms of the agency as their unprecedented growth continues through 2023.

Being a creative agency, 2Heads love bringing people on board to help give us a fresh perspective on our work. Let’s meet our fabulous new team members:

Zheheng Lai – Experiential Designer, LA

Introducing Zheheng, our newest LA team member! With a background in architectural design, exhibition, marketing, and brand design, Zheheng brings a fresh perspective to our creative family. Zheheng is also the owner of two Shiba Inu pups! Here at 2Heads we’re all about the doggos!

Daniel Manning – Project Manager, London

We are thrilled to welcome Daniel to the 2Heads family! With a remarkable 15 years of experience in the events industry, he brings a wealth of knowledge and expertise to our team. But that’s not all! Daniel’s passion for making a positive impact extends far beyond event management. He is actively involved in local charity work, particularly focusing on the humanitarian crisis in Ukraine. We’re very excited to have Daniel has part of the team. 

Ehsaan Mesghali – Creative Director, LA

Introducing our new North America Creative Director, Ehsaan, who’s bringing his exceptional expertise to our team in LA! With years of experience collaborating with some of the world’s most renowned brands, he’s a true visionary in the industry. Ehsaan is also a proud member of Farhang Foundation’s Fine Arts Council, helping promote Iranian heritage through partnerships with established cultural institutions across the greater Los Angeles region.

Scott Turner – CAD, London

With an impressive 19 years of experience in 2D CAD, 3D visualization, and art working, Scott is a true master of design. We’re beyond excited to have his expertise onboard! Scott cannot wait to get creative and work with the team!

Daniel Warwick – Creative Producer, London

Daniel Warwick has a diverse range of experience. From working on a year-long build for a interactive installation in LA to leading a team in the live re-creation of Battle of Trafalgar presented in front of the Royals, Daniel comes to us with a very specific task on one of our most unique and exciting projects. We can’t wait to see the end results, we know for sure that Daniel will not disappoint. Did you know that Daniel has also been part of a band for 12 years? We will definitely need front row seats for his next show!

Ammon Ilgan – Project Manager US

Ammon joins our LA team and brings with him a wealth of experience in field marketing, production and project management for experiential marketing agencies. Ammon previously worked on campaigns with State Farm, Uber Eats and LA Rams, and is looking forward to his life with 2Heads, being able to collaborate with creative minds to bring fun and exciting projects to life! Not only multi-talented, Ammon is multi-lingual, speaking English, Tagalog (Filipino), and Spanish.

If you want to be part a dynamic work environment that nurtures creativity and fosters personal and professional growth, then apply today on our Join Us page:

2Heads and Bombardier win at the EN Marketing Awards debut in London, adding to the roster of wins for their brand experience at EBACE

The team at 2Heads were thrilled to win another award for Bombardier’s visionary brand experience at EBACE ’22. Picking up the gong for Best Digital Innovation at this year’s EN Marketing Awards, this honour makes it five wins for the Bombardier event which merged anamorphic 3D content with an eco-concious environment to create a 360 degree experience.

Gathered with a glittering array of peers at the De Vere Connaught Rooms in London, our work with Bombardier was also nominated for Best Use of Creative/Brand alongside Disney whose D23 Expo for Disney Bundle+ was nominated for Best B2C Campaign. A proud moment for us as the Gala Dinner on the 13th February celebrated the first ever EN Marketing Awards.

The success behind Bombardier’s brand experience at EBACE ’22, an important aviation event which launched the new Global 8000 business jet, is notably due to the event’s eco-concious credentials. The sustainably sourced and recycled materials used also earned the experience a Highly Commended Award from The Drum Magazine Experience Awards for Best Sustainable Event. The Drum Experience Award judges also nominated Disney again for Best Large Scale Event.

The judges at Eventmarketer also found much to love in how 2Heads utilised showstopping digital content to narrate Bombardier’s vision for a sustainble aviation agency, awarding our partnership with an Experience Design and Technology Award for Best Exhibit Design. Bombardier recieved the highest accolade with a Gold award.

2Heads win six WESA awards including five Platinum nominations and one Diamond at the World Exhibition Stand Awards 2022.

For the fourth year running, 2Heads were thrilled to be honoured by the judges at the World Exhibition Awards with no less than six glittering awards.

Building on the success of previous years, 2Heads received two Platinum awards for Best Stand and Best Activation at a Digital Defence & Security Event with QinetiQ and their hybrid event at DSEI.

2Heads proprietary virtual platform EventHive VX was again recognised with a Diamond award for Best Digital Event Experience as 10x Genomic’s first virtual conference Xperience ’21 enjoyed further recognition.

Perennial favourite of the judges, Playtech and Bombardier recieved Platinum for Storytelling at ICE 2020 and Best Aviation Stand at NBAA 2019 respectively, and Belden continued their award-winning journey with a Platinum award for Best Storytelling at a Digital Event.

Belden honoured 2Heads and the whole team with their kind words: ‘In May 2020, our #CIC Team partnered with 2Heads to convey the story of our brand for our CIC Virtual Grand Opening Event. In achievement for the design and execution of the event, 2Heads has been awarded the 2022 BEST STORYTELLING AT A DIGITAL EVENT by the World Exhibition Stand Awards.

Paired with the CIC leaders to share the story of the new location, 2Heads creatively facilitated an event that showcased and communicated the spirit of the CIC. Our event was attended virtually by 1,000 visitors in over 60 countries, all made possible by the design and platform of 2Heads. We are proud of our partnership with 2Heads and look forward to continued teamwork in our innovation centers.’


2Heads win four awards including Gold for Best Product Launch at this year’s Field Marketing & Brand Experience Awards 2021

2Heads returned from the FMBE award ceremony in Oxford last week with a glittering array of awards following a very successful evening for the team.

Building on the success of their debut entry in the FMBE awards last year, 2Heads received Gold for Best Product Launch with 10x Genomics and their virtual conference Xperience 2021.

2Heads proprietary virtual platform EventHive VX was again recognised with a Silver for Best Virtual Hybrid Event as Belden’s Grand Opening of their Consumer Experience Centre enjoyed further recognition.

A perennial favourite of the judges, Playtech, were awarded Silver for Best Immersive Event for their partnership with 2Heads at ICE 2020 and the whole 2Heads team were also recognised with a Bronze in the Grand Prix – Brand Experience Agency of the Year category.

‘James Simpkins, Managing Director of Experiential had this to say about the sparkling haul. ‘It’s great to see 2Heads win four awards, especially for a relatively unknown brand in the UK like 10x Genomics to win Gold in such a highly contested category as Best Product Launch. And with a virtual event as well! It shows how social strategy and curated content are becoming all important for successful launches.’

2Heads were also thrilled to be able to attend the award ceremony in person, with peers from all areas of the events industry coming together and networking. With a forward looking vibe, the general consensus amongst the guests was that events were to celebrate, network and look forward to the return of a full events calendar.

2Heads win both Best Virtual Platform and Most Creative Agency in Event Technology at this year’s hybrid event

2Heads proprietary virtual platform EventHive VX has been recognised as the Best Virtual Event Platform at this year’s Event Tech Awards. 2Heads were also recognised as the Most Creative Agency in Event Technology for their work with Disney, Bombardier and Belden with the launch of their Hybrid Customer Experience Centre.

Paul Godwin, Managing Director of Digital had this to say about the double win. ‘These awards are great recognition of our digital and content teams. For their work to be praised by the judges means a lot to all of us especially as ‘getting creative’ is what we love doing. We’re constantly evolving our solution-based approach to include a wealth of options from experience design, augmented-reality, broadcasting, motion-graphics, streaming, networking and video content creation.’

Best Virtual Platform at Event Tech Live
Managing Director of Digital and Digital Content Director talk Immersive Experiences at Event Tech Live

‘There are no borders on the experiential methods we’re now using with brands to communicate their products and services. Our in-house digital team created their first online web conference in 2000 and are now using game engines, real time rendering and platform ideation to create meaningful experiences. Winning the Best Virtual Events platform also confirms the strength of EventHive VX which provides the base from which most of our hybrid and virtual events evolve. Our Virtual Conference for 10x Genomics was one of those virtual events that caught the judges eye.’

2Heads also presented the keynote session on the second day of the live event. The discussion featured Paul and Director of Digital Content Nick Rosier as they introduced game engine technology across the B2B sector. With a focus on an 18-month project with Bombardier Paul & Nick discussed the creation of assets in virtual 3D and deep-dive the pros and cons of using this tech for B2B communication.

2Heads Global Design has been recognized as one of LA’s top 30 digital marketing companies in 2021 by DesignRush.

DesignRush is a B2B marketplace that connects brands with professional full-service agencies, web design companies, digital marketing firms, and top technology companies. Their platform lists over 9,300 agencies from over 50 different countries and is consulted by thousands of decision-makers looking to start a project.

‘As a creative agency well known for our brand experience design, the move over the last five years into key aspects of digital marketing has been a natural progression, even without the event of the pandemic. It’s genuinely an honor for our agency to be acknowledged for their digital marketing skills, especially in the world of online marcomm and virtual platforms, said Sara Lilley, Head of Marketing at 2Heads.

With a steady expansion of digital and hybrid marketing services to bolster 2Heads long held reputation in live events, the international agency is supporting a range of blue-chip brands and institutions including the World Business Council for Sustainable Development as they increasingly pivoting to digital channels to future proof their events. The launch of EventHive VX, our seamless hybrid digital platform has only strengthened our offering in this area.