Oscar Cerezales: Key transformations reshaping the business events landscape

At IBTM World in Barcelona, Oscar Cerezales, Global president at MCI Group, delivered a sharp analysis of the disruption affecting corporate events.

He opened with a striking reminder: 50% of the Fortune 500 companies from the year 2000 no longer exist. Those that survived, he said, share three traits — speed, focus and simplicity.

Cerezales outlined the key transformations reshaping the business events landscape, especially in execution, audience activation, monetisation, measurement and community building. To remain competitive, planners will need adaptability, flexibility and intelligence as core capabilities.

Citing new research from the Corporate Event Marketers Association (CEMA), he noted a clear shift: companies expect to produce fewer events, but more strategic, using smaller teams and tighter budgets. Geopolitical instability, organisational changes, talent shortages, emerging technologies and the evolution of brand purpose are already redefining the industry.

The role of the event planner is becoming increasingly fluid. According to Cerezales, the skill priorities are clear:

Skills to strengthen over the next five years

• Analytical and critical thinking

Skills to prioritise in the coming year

• Strategic planning
• Generative AI

Essential skills receiving too little attention

• Cross-cultural understanding
• Problem solving

Cerezales concluded with a strong message: in an era of volatility, the planners who adapt fastest will shape the future of corporate events.