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April 16, 2008
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Global retail group uses anniversary event to deliver key messages




Expert International recently celebrated 40 years in the retail business with a special event held in Berlin. However, more than simply a celebration, the international retail group used the power of internal events to reinforce its vision and values to staff using an experiential approach.

The day started with a conference at the Maritim Hotel, Berlin, organised by live marketing agency VOK DAMS, where Expert’s national managing directors and European representatives of the company’s suppliers were familiarised with the brand and updated on the business’s current status and plan for the future.



Demolition squad: Expert International execs tear down the wall



A key part of the interactive conference was when managers tore down a wall to reveal a huge mirror to indicate that the future of the company lay in the hands of the delegates themselves.

Following the conference, delegates were taken to TIPI Zelt am Kanzleramt – a large tent erected outside the German chancellor’s office – where, with the help of well known musicians and singers, they partied into the early hours.


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