TFWA BEHIND THE SCENES Delivering business value on a global stage


In the second of a two-part special feature, TRBusiness interviews TFWA Conference Manager Michele Miranda on the rigorous challenges of curating a conference programme fit for the highest purpose at Cannes.


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riefly describe to our readers your role and responsibilities at TFWA


and what a typical working day might entail… I’m responsible for overseeing


TFWA conferences, including the TFWA World Conference, TFWA China’s Century Conference, TFWA Asia Pacific Conference and – in cooperation with the MEADFA team – the MEADFA Conference, which is managed by TFWA. I help to deliver the strategy and objectives defined by the TFWA Board in all aspects relating to our conference programme. My duties include researching interesting conference topics suggested by the TFWA Management Committee and Board, searching for and liaising with potential conference speakers, handling practical aspects such as audio-visual and stage design requirements, and managing the on- site logistics of our events.


How has the nature of the job changed since you began at TFWA? The growth of the events has added a degree of complexity. Since the appointment of John Rimmer as TFWA Managing Director, I have taken on more responsibility for overseeing the conference programme, with support from the TFWA Board and the Conference and Research Sub-committee.


What are the biggest challenges you face in assembling TFWA’s high profile conference agenda in Cannes? What we always try to achieve with the World Exhibition & Conference is to provide a rare opportunity for the DF&TR industry to hear from a broad range of speakers. This includes experts in our industry, as well as key players on the global geopolitical


OCTOBER 2018


stage. It is, therefore, always a challenge to provide a ‘big picture’ overview of what is happening in the wider world, combined with a more detailed look at the important issues facing our industry. Assembling 1,600 people for these events also brings considerable logistical and security challenges.


Briefly describe how you collaborate with other arms of TFWA (marketing, finance, IT and the executive office) to deliver the Cannes event and why this collaboration is important… Everybody pitches in and plays an integral role in the entire process. I work closely with John Rimmer on content and our Corporate Relations Manager Maha Abdennbi on logistics. The marketing team is always


helpful thanks to the range of communication tools to promote the conferences effectively and efficiently. Cooperation with the Registration and IT team on the logistics of the conference is also essential. For complex events such as the TFWA China’s Century Conference, it’s vital that I work closely with the IT team to ensure that everything runs smoothly.


What in your eyes are the key ingredients to a successful TFWA Cannes conference programme and can you share any important plans for the future? In all our conferences, our main aim is to really inspire people with great content – we want our delegates to take away at least one great idea that can make a big difference to their business. A key ingredient is having relevant and engaging speakers and this is something we will continue to focus on in the future. It’s also vital that our events, wherever they are held, provide plenty of


David Rowan, Editor-at-Large, Wired UK addresses last year's TFWA World Conference.


opportunities for networking and information sharing. We’re looking forward to returning to China for the TFWA China’s Century Conference in 2019 and exploring the changes we are seeing in this fascinating and crucially important market. «


The TFWA World Exhibition & Conference takes place at the Palais des Festivals et des Congrès, 30 September – 5 October.


Fast facts


Name: Michele Miranda Place of birth: Born in Manila and raised in New York Residence: Paris, France Education: Masters Degree in International Relations Special skill: Conquering my fear of heights and mountain climbing Pet peeve: Routine


“In all our conferences, our main aim is to really inspire people with great content – we want our delegates to take away at least one great idea that can make a big difference to their business.”


Michele Miranda, Conference Manager, TFWA


TRBUSINESS 39


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