Events and experiences
Corporate events and experiences: convention, congress and activation
We create and run sales conventions, scientific congresses and symposia, brand activations, launches and corporate experiences. Concept, narrative, stage, content and the operation on the day. Medical congresses and field days are familiar ground, and the method holds in any sector.
The landscape
The format that sticks the most and forgives the least
The events sector in Brazil turned over R$ 813.5 billion (Brazilian reais) in 2024 and accounts for 4.6% of the country's GDP, according to the III Dimensionamento do Setor de Eventos no Brasil, produced by Sebrae, Brazil's small business support agency, with ABEOC Brasil, the national association of event companies, and the Observatório da Indústria. That figure covers the whole sector, social and cultural events included, and not only corporate ones. Worth reading with that caveat.
In the slice that matters here, São Paulo hosted 1,511 large B2B events in 2025, up 22% on the previous year, with estimated economic impact of R$ 14 billion. The competition for dates, venues and suppliers got harder, and it is settled with lead time, not with budget.
Revenue of the events sector in Brazil in 2024, equal to 4.6% of national GDP, including the social and cultural segment. Figures in Brazilian reais.
Sebrae, ABEOC Brasil and Observatório da Indústria, May 2026Large B2B events held in São Paulo in 2025, up 22% on the previous year, with estimated economic impact of R$ 14 billion.
UBRAFE and SPTuris, Barômetro Eventos B2B 2025 (Brazil)Of the 1,064 Brazilian medical specialists surveyed named congresses and medical events as their main channel for scientific updating, ahead of online courses (65%) and scientific papers (61.8%), in fieldwork run in 2022.
Afya Research Center (Brazil), fieldwork in 2022Position
An event happens once. That is why it starts early.
There is no second airing, no mid-flight optimization, no A/B test. Whatever was not settled in planning shows up on stage, in front of everyone you wanted to impress.
That is the uncomfortable part. The good part is that no other format sticks like this one. People do not watch an event: they are inside it, with their body, their time and their attention committed for hours. In health this is even more direct, because a congress is not one media option among others for reaching a doctor. It is where the doctor already is, by choice, looking for exactly the kind of information you have.
So we do not start with the set design. We start with the sentence the person should be able to repeat when they leave the room. If that sentence does not exist, the event becomes a sequence of expensive things happening in order.
And we finish with what is left over. A well-built event does not end when the lights go down: it becomes content, sales argument and relationship material for months afterwards.
The method
How an event is born here
Four movements. None of them is the set design, and all of them finish before it.
Understand
What has to happen in the mind of the person leaving the room, who that person is and what they have heard from you before.
Organize
Journey, content, pacing and a clear line between what is scientific, what is corporate and what is promotional. Pacing is not decoration: attention at 9am is not attention at 4pm, so the central message is placed where the room can still take it. That is the neuroscience layer of the script.
Build
Concept, stage, set design, audiovisual, curation and preparation of whoever is going up to speak. Executive production alongside, not afterwards.
Win
Run the day without improvisation and turn what happened there into content that keeps paying off later.
Deliverables
What we deliver
- Concept, narrative and identity for the event
- Sales conventions and commercial force meetings
- Congresses, symposia and scientific satellite sessions
- Brand activation, launch and booth experience
- Curation and preparation of content and speakers
- Executive production, set design, audiovisual and operation on the day
- Follow-on content: what is left of the event after it ends
Sectors
The ground we know up close
A corporate event runs on the same engineering in every sector. What changes is the rule and the audience. The first two below are the ones this house has run many times, not the only ones it works with.
Health and pharma
An event with pharmaceutical industry participation carries rules of its own. In Brazil, RDC 96/2008, the drug advertising rule issued by Anvisa, the national health regulator, prohibits offering gifts, benefits and advantages to professionals who prescribe or dispense (article 5), which removes an entire relationship practice that still circulates in other sectors. And promotional content about prescription medicines can only be directed at licensed professionals.
In practice, that draws a clear line between scientific content, corporate content and promotional content. A well-built event knows where each one begins and ends, and that line has to be settled in the script, not on the day.
Agribusiness
Field days, technical meetings, trade fairs and channel conventions. Agribusiness is one of the largest sectors of the Brazilian economy, and its audience arrives with a specific question and little patience for speeches. The event pays off when it delivers demonstration, comparison and someone competent enough to answer on the spot.
The calendar rules. Between planting and harvest there is a short window when the farmer leaves the property, and that window sets the date, not the marketing agenda. Rain rewrites the whole operation, so a field plan B is not overcaution. And the person who repeats your message afterwards is the dealer, which is why preparing that team belongs inside the event, not after it.
B2B companies
Sales conventions, channel meetings, customer launches and presence at third-party congresses. This is where your commercial team receives the argument and where the client meets you outside the proposal context.
Internal culture
Leadership meetings, onboarding and strategy turning points. Here the audience knows the company from the inside, so ceremony without substance is spotted in the first half hour.
If your sector is not on this list, it is not excluded. The question we ask before any proposal is what has to change in the mind of the person leaving the room.
Frequently asked questions
Does Laeta run the event or only create the concept?
Both, and we prefer both together. A concept created by people who will not run it usually breaks in the budget or on the day. When the client already has a production company, we come in on concept, content and curation, and work alongside whoever runs the floor.
How far in advance should I come to you?
The earlier, the cheaper. Large conventions and congresses need months. What makes an event expensive is not luxury: it is the decision taken late, which turns into air freight, overtime and last-minute supplier swaps.
Who chooses and prepares the speakers?
Curation is part of the work, done with you and with whoever knows the subject. Preparation too: message alignment, content trimming and rehearsal. A good speaker with a generic deck wastes the most expensive slot in the event.
Do you do hybrid events and streaming?
Yes. But hybrid is not pointing a camera at the stage. The person watching from home is a different audience, with different attention, and needs a different script. When there is no budget to treat both properly, it is better to pick one.
Do you handle presence at third-party congresses?
Yes: booth, satellite session, scientific material, training for whoever staffs it and a plan for what to do with the contacts afterwards. Third-party congresses tend to be the investment with the most wasted potential, because almost nobody plans the after.
What experience does Laeta have in agribusiness?
Field days, trade fairs, technical meetings and channel conventions. Two things make agribusiness different. The date rules, because the farmer only leaves the property in the window between planting and harvest. And your message reaches the field through the dealer and the agronomist, so preparing those people is in scope from the start, alongside demonstration and comparison, which is what this audience came to see.
How do you measure the result of an event?
We agree it beforehand. Attendance and satisfaction are the bare minimum and say little. What matters is what changed afterwards: recall of the central message, meetings generated, behavior adopted and content produced out of it.
Can the event be reused as content?
It should be. This is the most wasted part of any corporate event. We plan the capture alongside the script, so the material is born on the day instead of improvised later. The follow-on is consulting and narrative work, and it starts before the event.
Updated on August 20, 2026.
Is the date already set?
Bring the date and the objective. We design the rest together, starting with the sentence people take home.
Rather talk now?
Come talk to us laeta@laeta.agShall we set up a chat? We will show you our cases and how we can help you.