Case Studies · McMorrow Consulting

Case 01 · Featured

CloudFest 2026

Contracted Conference Producer via WHD Event GmbH · Europa-Park, Rust, Germany · 23 to 26 March 2026

Event Strategy Programme Architecture Commercial Partnerships Event Operations

10,900+ Attendees at Europa-Park

230+ Speakers across multi-track

80+ Enterprise partner engagements

750+ Minutes of new commercial inventory

10wks Ahead of previous timeline

Global flagship of the cloud and internet infrastructure industry. Contracted in as Conference Producer via WHD Event GmbH, working alongside WHD's senior departmental team across the 10,900+ attendee, 230+ speaker programme. The content programme shipped 10 weeks ahead of the previous year's timeline.

Programme Architecture

Conference design and agenda build, informing event strategy and marketing direction across the multi-track programme. Speaker programming and management across 230+ voices, from globally renowned figures like Radia Perlman (Dell Technologies) and Roger Rohatgi (CHAI) to title-partner content on the Webpros stage that filled to capacity. Consulting with partners on the right stages, formats and storytelling angles to make commercial content land as audience value. New commercial format design opening 750+ minutes of partner engagement inventory.

Commercial Partnerships

80+ enterprise partner engagements coordinated end-to-end, working hand-in-hand with WHD's sales team. Targeted upselling against the partner inventory. Moved partner investment beyond pure stage minutes into experiential formats (speed networking, guided tours, executive roundtables) that put partners directly in front of the audience they came to meet.

Community and Experiential Design

Guided Tours and Speed Networking formats putting partners in front of their core ICP via the vetted registration process. HackerSpace strand built in partnership with cybersecurity leader Patchstack around a Capture the Flag competition, attracting 200 participants. New evening format co-created with the DSLAM community: a poetry-slam-meets-stand-up night themed around the frustrations of the IT and Cloud industry, drawing 250 attendees. Designed and delivered alongside WHD's marketing team to land the right audience and promote the formats effectively.

Event Operations and Delivery

On-site at Europa-Park alongside WHD's dedicated operations team. Engagement formats ran across three live locations in sync, each with a dedicated lead reporting in directly. Planned and owned the complex schedule and the session materials each lead worked from. Counting masterclasses and barcamps, hundreds of participants moved through timed and measured sessions at any one point. Managed all highlight speakers and supported the MoCs across the three main stages with their prep and running materials. Hosted one of several on-site CloudFest podcasts and recorded the speaker vox pops and interviews (footage and YouTube link to follow). Parallel project management on the CloudFest game app build alongside event week delivery.

"The roundtable was honestly one of the best formats for us at CloudFest. It was a real exchange. No sales talk, no pitches, just an open discussion with people who actually care about the topic. Many conversations continued well beyond the session, which made it particularly impactful for us."

Maximillian Judd, Memorysolutions

10wks

Full programme delivered ten weeks ahead of the previous year's timeline.

Operational outcome · CloudFest 2026

MSP Global 2025 panel on the main stage, PortAventura

Case 02

2,800+

On-site · 65 countries

MSP Global 2025

Contracted Conference Producer via WHD Event GmbH · PortAventura Convention Centre, Spain · 22 to 23 October 2025

Event Strategy Programme Architecture Event Operations

MSP, cybersecurity and cloud-infrastructure flagship in WHD Event GmbH's portfolio. Delivered the 2025 edition as Contracted Conference Producer working alongside WHD's senior departmental team. Five content tracks designed end-to-end across Efficiency & Growth, AI, Cybersecurity & Compliance, Strategy & Foresight, and New & Updated Tools. Theme "Grow Your Ecosystem" landed as chapter 2 of a three-year strategic arc. Built a new editorial-only "Expert Stage" track as a separate vertical format inside an otherwise commercial-led event. Headline sessions included the Carme Artigas keynote, the Whitfield Diffie fireside on cryptography, the Alan Turing digital-twin fireside, the Women-in-Tech panel and the BKA and Guardia di Finanza law-enforcement roundtable. Speed Networking and MSPG Podcast Studio engagement formats designed alongside the headline programme.

65+ countries represented, 34% C-level on site

120+ expert speakers across 5 content tracks

100+ technology partners exhibiting

Worked with title partner Acronis across the headline programme

MSPG Community Events strand built directly into the flagship

Case 03

£250K

12 partners · sponsorship

Product Design Week 2024

Co-founder · Iconic Agency (2016 to 2025) · Cavendish Conference Centre and The Minster Building, London · November 2024

Event Strategy Programme Architecture Commercial Partnerships

Co-founded PDW in 2023 as a strategic consolidation move under Iconic. Pulled four standing sub-brands (BAD Conference, BxD, UX LIVE and UX Writing Conference) into one five-day flagship across two venues (Cavendish Conference Centre and The Minster Building). By the 2024 edition, PDW had grown into Europe's largest UX and Product Design conference week. Significant contributor to the £250K sponsorship roster from 12 partners (BP, Google, Accenture, Workday, UserTesting and others), co-managed with the co-founder and the Iconic sales team. £50K personally secured against the total, including the Google partnership for the event. Editorial direction set across all four sub-conferences running in parallel, with the BxD content thread folded in as Day 5 "Design Leaders+". Speaker and stage management, programme oversight and AV vendor coordination across the week.

1,500+ attendees, 80+ speakers across four sub-conferences

£250K in sponsorship from 12 partners, £50K personally secured

Named partners: BP, Google, Accenture, Workday, UserTesting

Multi-year partner retention into the second edition

Four sub-brands consolidated into a single flagship week

Case 04

100K+

Members · 9 years

The UX Crunch (2015 to 2024)

End-to-end owner · Iconic Agency (2016 to 2025) · Pan-European monthly cadence across London, Manchester, Amsterdam and Berlin

Community and Experiential Programme Architecture Operations

I led The UX Crunch from shortly after its 2015 launch and ran it for nine years, scaling from a 30-person London meetup into a pan-European community of 100,000+ members across four cities. 100+ events delivered. The cross-pillar foundation of the operator portfolio. Sold to a third party after the Iconic wind-down and restarted in 2026 under new ownership.

100+ events delivered across 9 years

4 European cities on a monthly cadence

Demand engine for every Iconic flagship that followed

Major brand venue hosts: Sainsbury's, Amazon, BBC, Net-A-Porter, Lloyds, Barclays, Google, OnTheBeach

Web3 Live event audience, Cavendish Conference Centre

Case 05

10K

Online edition 2022

Web3 Live

Created and led · Iconic Agency (2016 to 2025) · 2022 Online and 2023 In-Person at Cavendish Conference Centre, London

Programme Architecture Community and Experiential Commercial Partnerships

The flagship event from the Web3 vertical I built and led at Iconic. Web3 Live Online 2022 hit 10,000 attendees and pioneered the gamified speed-networking format later delivered at CloudFest 2026. The in-person 2023 edition at Cavendish Conference Centre followed. The strongest online event in the operator portfolio and the commercial spine of the Iconic Web3 vertical.

10,000 attendees at Web3 Live Online 2022, the biggest virtual event in the portfolio

Algorand long-term sponsorship deal secured across the Web3 series

Speed-networking format developed here later carried into CloudFest 2026

Led a remote Web3 team of seven across the vertical

Sophia the AI Robot interview at Enter The Metaverse, London 2022

Case 06

Experiential installations

Enter The Metaverse + Blockchain Gaming

Produced · Iconic Agency (2016 to 2025) · ETC Venues Bishopsgate, London · 28 to 29 November 2022

Programme Architecture Community and Experiential Event Operations

Two-day in-person Web3 event in London, November 2022, attended by 450 delegates across the two days. Built around an experiential portfolio assembled almost entirely via in-kind partnerships. Sophia the AI Robot performed with a live band streamed into the Metaverse. An omnidirectional VR trackpad sat on the floor. An AR treasure hunt ran across the venue. The physical home of the experiential portfolio referenced across the rest of the operator narrative.

450 delegates across two days

Experiential portfolio activated across robotics, AR, VR and Metaverse integration

Activation cost base delivered via in-kind partnership stacking

Anchor speakers from The Sandbox, Animoca Brands, Alien Worlds and Upland.ME

Case 07

12+

Client engagements · 2019 to 2025

Bespoke Client Events Portfolio

Delivered for client brands · Iconic Agency (2016 to 2025) · 2019 to 2025 · Online, Physical and Hybrid formats · Per-engagement value £10K to £191K

Programme Architecture Commercial Partnerships Community and Experiential Event Operations

A standing whitelabel offer delivered for client brands across UX research, design tooling, public service broadcasting and Web3 infrastructure under Iconic. In-person and virtual formats. The portfolio spans productised talent-activation events, a £191K strategic-input engagement, and a roundtable series that converted to multi-event retention on first delivery. Click any engagement to expand the full detail.

12+ named client engagements between 2019 and 2025

Per-engagement value ladder from £10K to £191K

Multi-year retention across iExec, UserTesting, Prolific and CACI

In-person, virtual and hybrid formats all delivered end-to-end

CACI Roundtable Series 2 events · 2024 to 2025 · £40K

Two executive roundtables for CACI (data and analytics consultancy) across two years.

London, June 2024 · Tom Dixon's Coal Office. 17 C-Suite leaders and founders of British National Membership Bodies. Attendees included IMechE, RIBA, National Residential Landlords Association, The Scouts, EISA, CIOB, RYA, World Nuclear Association, RSA, APA and BIA.

London, January 2025 · Cecconi's Shoreditch House. 17 VP-to-C-Suite leaders in UK Insuretech. Attendees included Many Pets, RSA, SwissRe, Aviva, Akinova, Cuvva, MunichRe, Marsh, Velonetic, Willis Towers Watson and Domestic & General.

Format 3 Roundtable Series 1 event · January 2025 · £20K

Nashville · January 2025 · 5th & Taylor. Iconic's Format 3 productised roundtable, delivered in Nashville at the end of the Iconic operating period. 15 Product, Design and Innovation Leaders.

Attendees included Asurion, Ecolab, Mars, Zeta Global, Starz (Lionsgate), Veho, Nike, Johnson Controls, Schneider Electric, Thermo Fisher Scientific, Glassdoor, HCA Healthcare, Figma and Twilio.

Prolific Roundtable Series 3 events · 2024 · £55K

Three executive roundtables in 2024 for Prolific (user research platform). Three distinct senior discipline cohorts in three venues across London and New York. The first event converted strongly enough that Prolific renewed for the two that followed.

London, June 2024 · Claridges. 17 Global UX Research Directors. Attendees included Lloyds Banking Group, Asana, Citi, Monzo, HSBC, JPMorgan Chase, Wise, Deutsche Bank, Bank of England, UBS and NatWest.

New York, June 2024. 23 AI Leaders in Product, Strategy and Innovation. Attendees included IBM, Google, Duolingo, Slalom, Walmart, Moody's, Pfizer, Rockefeller Capital Management, Goldman Sachs and Target.

London, August 2024 · Tom Dixon's Coal Office. 18 Directors of Behavioural Science. Attendees included Lloyds, General Atlantic, RGA, NatWest, Honda R&D Europe, Universal Music, Siemens, AstraZeneca and GSK.

Metaverse Day/s with DJ Skee and QuHarrison Terry 2 days · January 2024 · £25K

Online · 24 to 25 January 2024. Two-day online format spanning Metaverse origins, future and infrastructure layers. Partnership delivery with DJ Skee and QuHarrison Terry. 1,500 delegates.

WHAT IF? Summit (Google / YouTube) 1 event · October 2023 · £191K

Online · October 2023. Co-built with Google / YouTube as a diversity, equity and inclusion summit. 2,000 delegates. The largest single engagement value in the bespoke portfolio at £191K.

Senior strategic input role on Iconic's largest client deal, not hands-on production. Carried the multi-year Google partnership relationship that also ran across UX LIVE and PDW between 2017 and 2024.

£191K engagement value, largest in the bespoke portfolio

2,000 delegates across the online format

Strategic-input role; production-led by Iconic's wider delivery team

iExec Ethereum Developer Workshop 1 event · September 2023 · £20K

Online · September 2023. Ethereum developer workshop for 450 developers. £6K bounty pool. Booth, leaderboard, lead capture and data-share built in.

Borderless (Naver / Zepeto) 1 event · August 2022 · £80K

Online and physical hybrid · August 2022. APAC-to-Western market expansion. 2,000 delegates. Speakers included founders of RTFKT (Nike), Naver and The Sandbox. Strategic input role at scale, not hands-on production. 460% increase in Naver's EMEA user base reported post-event.

UserTesting Pandemic Pipeline Programme 4 events · April 2022 · £35K

Online · April 2022. 2,500-delegate conference plus three accompanying events. Pandemic-era pipeline support for the UserTesting commercial team.

Adobe XD Meet-Up Series 3 events · 2021 · £15K

Online · 2021. Three online workshops with Adobe XD product leaders. 200 attendees per event. Breakout sessions and product-led discussion.

Sketch Meet-Up Series 3 events · 2021 · £15K

Online · 2021. Three-part online series for Sketch. 200 attendees per event. Designer onboarding to the platform.

DRIVA Hackathon and Conference 1 event · 2020 · £65K

Online · 2020. Gatwick Airport and Brighton University data-driven UXD accredited course for 1,000 delegates. Mixed hackathon and conference format with a showcase back to the conference floor.

Talent Events Productised Format Multi-client · 2017 to 2024

A productised talent-activation offering delivered across multiple major brand clients, using The UX Crunch community as the curated demand side. Vetted senior design and product talent connected with hiring brand teams.

BBC, 2019 · London + Manchester. 250 vetted attendees in London plus 150 in Manchester. Senior speaker line-up including Colin Burns (Chief Design Officer) and Tammy Gur (Head of UXD). 90% of BBC Design placements achieved, including 3 VP hires. £10K engagement funded by event sponsors rather than BBC directly.

Amazon, 2020 · London. 450 attendees. The largest single edition of the format.

Other clients delivered for: Lloyds Banking Group (2019 confirmed), Net-A-Porter, News UK, and additional senior design teams across the period.

From 10,900-attendee flagships to 17-seat roundtables.