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Encore
Jorge Urdiain is Group Creative Director at Encore, where he leads The Encore Creative Studio. His focus is creating events that connect with people on an emotional level. The studio develops event themes, scenic concepts and show creative around the participant journey and brings them to life through production.
Jorge has more than 20 years' experience in production across Latin America and North America and collaborates with Encore teams worldwide. Following the pandemic, he helped reshape the studio for the return of in-person events. Today he integrates AI into creative workflows while maintaining a strong focus on craft, human direction and governance.
In 2026, his team received a Bronze Telly Award in Craft: Use of Generative AI for the ACHE Congress opening film, following nine Telly Awards in 2025.
Before joining the events industry, Jorge worked in advertising and commercial production. His speaking engagements include ASAE and PCMA.
Jorge lives in North Texas with his family.
Date
Discover how creative strategy shapes attendee experiences before a speaker takes the stage. Explore the shift from planning event content to intentionally designing how people feel, connect and participate.
Examine the connections between attendees, speakers and experiences, and leave with practical tools to strengthen engagement throughout your programs.
Learning outcomes:
Identify the three core connections in event design
Create stronger engagement through intentional design
Develop briefs centered on attendee outcomes
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: 0.5
* CSEP Approved