At MOI Global, we’re obsessed with pushing boundaries in B2B marketing. So, when a new teammate brings an 18-year track record of making bold, unforgettable experiences for brands like BBC, Meta, Google, and Amazon, we sit up and listen.
That someone is Melissa “Mel” Campbell, a seasoned experiential marketing specialist who’s been instrumental in delivering Oracle CloudWorld across the Middle East.
After leading major event programmes for one of the world’s most influential tech brands, Mel is now stepping into a more strategic role, shaping how MOI develops and delivers its event offering across the region.
She’ll be dedicating her time to create the kind of B2B experiences that accelerate relationships, strengthen pipelines, and drive measurable growth. How? By building an integrated, insight-led events strategy that helps brands go beyond awareness.
Why the Middle East? It’s an energy you can’t find anywhere else.
“The Middle East is alive with possibility,” Mel says. “The B2B landscape here is maturing fast. Corporates aren’t satisfied with traditional events anymore. Instead, they’re asking how events can accelerate growth, build influence and create genuine connections with decision-makers.”
The Middle East is still defining its own event identity, and that excites her: “Audiences here are incredibly engaged. It’s a region where face-to-face interaction holds huge value. Business is built on relationships and deals are built on trust. That’s exactly what B2B events can deliver.”
Events as a growth engine, not just a stage
Mel has led everything from global tech conferences to immersive “experience zones,” shifting events from transactional to transformational.
Her mantra is that creative concepts and audience-first designs are essential, but the question is always, how does this format help drive business and provide ROI?
“When you encourage participation, create smaller discussion formats, and invite people to co-create, the follow-up business skyrockets,” she says.
You also need to do more with less. Mel believes high-impact events in 2025 are about ROI, budget discipline, and resource efficiency, designing formats that deliver maximum commercial impact without unnecessary excess. “A well-executed event doesn’t have to be the biggest, but it should be the smartest,” she notes.
This means using metrics that matter, pipeline attribution, deal progression, quality of leads, as well as softer signals like sentiment shifts, social interactions, and secured follow-up meetings.
Local relevance meets global standards
Mel’s network across the Middle East gives her direct insights into what resonates, from the type of content regional audiences want to the formats that create the best engagement.
She believes the right voices make the difference: respected industry leaders, regulators, trusted advisors, and cultural connectors. “Hospitality isn’t just logistics here,” she says. “It’s a cultural norm and part of the brand experience. Deals are often made just as much over a coffee as in the boardroom.”
Her approach blends storytelling, design thinking, and sustainability, turning events into spaces where people see themselves, their challenges, and their potential solutions in new ways.
“Sustainable practices aren’t just good ethics anymore, they’re a differentiator,” she says. “Clients want to demonstrate responsibility, and attendees expect it, from materials to food to travel choices.”
The vision for MOI Middle East
Mel was drawn to MOI’s belief that B2B events should be commercially impactful and creatively fresh. Her vision for the region? High-level thought-leadership summits with immersive, curated networking. That means content that positions clients as market leaders, formats that allow attendees to connect easily, and interactivity where people can co-create, not just sit and listen.
She wants to help corporates, governments, and innovators to come together in new ways. “Year-one success would be delivering a portfolio of events that resonate with audiences, influence client pipeline, strengthen C-suite relationships, and position MOI as a trusted partner in the region.”
From expo to experience: a new standard for B2B events
Mel sees a clear shift underway. We’re moving away from large-scale expos towards highly curated, high-value experiences. Storytelling is a key element of that shift. “When you transform information into narrative, emotion, and meaning,” she says, “people feel inspired and valued at an event, and they’re far more open to doing business.”
With a track record of 898+ events across 89 cities in 52 countries, Mel is ready to show how events can excite audiences while still driving brand awareness and measurable commercial results.
Want to connect?
If you’re curious about what a new kind of B2B event could do for your brand, connect with Mel and the MOI team, and let’s co-create something unforgettable.
