LinkedIn Masterclass – 23 June 2026
Event marketers are operating in a noisier, more competitive landscape than ever. Audiences are harder to reach, the next generation of attendees expects to be engaged differently, and AI is quietly reshaping how people discover events — before you even have a chance to make your case.
mdg and LinkedIn are bringing a select group of event marketers together in person at LinkedIn HQ London to cut through the noise.
Agenda
- 10AM Guest Arrival & Coffee at LinkedIn HQ London
- 10:10 – 10:15 – Opening by Kirsty Ferguson, senior growth manager, mdg
- 10:15 – 10:50 – What the Data Actually Says: Event Marketing in 2026 – Jack Butler, group director, paid media, mdg
- 10:55 – 11:25 – Generation Z: Understand the Next Generation of Digital Consumers – KL Daly, LinkedIn
- 11:30 – 11:45 – Coffee Break
- 11:50 – 12:20 – Interactive Panel, hosted by Kirsty Ferguson, senior growth manager, mdg
- 12:25 – 13:00 – Lunch
Why should you attend?
We will be diving into the data from our 2026 Event Industry Trend Report — exclusive research making its public debut at this event. Alongside that, you’ll hear directly from LinkedIn’s B2B Institute on what their latest research reveals about the next generation of digital consumers: how they think, how they behave, and how to reach them.
Gain practical strategies for staying visible as AI reshapes how attendees find events and honest conversation with fellow event marketers navigating the same pressures.
This is the kind of session where you leave with things you can actually use.
