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Designed Exclusively for In-House Corporate Event Creators
ICEXTRA Dublin is a peer-led working session created exclusively for in-house corporate event creators — the people who design, deliver
and lead events from inside organisations. No agencies. No suppliers. No sales.
This is a trusted space to speak openly about what’s really happening inside your events function — sharing challenges, ideas and practical
solutions with others who understand the realities of the role.
Every session is designed to be practical, honest and immediately useful, so you leave with insight you can take straight back to your team.
10.00 – 10.30 – Arrive Early (Optional) If you fancy it, arrive early for a behind-the-scenes walk around the Aviva Stadium before the programme begins.
10.30 – 11.00 – Registration & Coffee – Arrive, grab a coffee and reconnect with fellow in-house corporate event creators.
11.00 – 11.05 – Welcome – Setting the scene for a practical, peer-led morning. Anita Howard, Founder, ICE
11.05 – 11.35 – Fireside Chat AI in Action: How One Events Team Changed Everything
No more “one day AI will…” conversations. This session focuses on what’s happening now. Steve shares how his team is actively using AI across content planning, onsite delivery and operations — including live demos, honest lessons learned and real examples of how AI is already driving business impact.
Speaker: Steve Wade, Head of Content, IR Media Group
Chair: Sarah O’Neil
11.35 – 12.35 – Campfire Sessions Five informal, interactive campfires. Each lasts 20 minutes — choose a table, then rotate.
Campfire 1 – How The Irish Times Brought Ireland’s Greenest Places to Life – Rob Kinsella & Dave Hendrick, The Irish Times Group
The Irish Times ran a powerful campaign on Ireland’s Greenest Places. Rob, a passionate sustainability advocate, and Dave The Irish Times Group’s Partnerships Strategist, will share how the team brought it to life from on-the-ground activations to events that amplified the stories behind the shortlist. Join this campfire to explore what worked, what surprised them, and what’s next.
Campfire 2 – The Halo Effect: The Hidden Power of Intentional Connection – Sarah O’Neill, Ex-Google
Campfire 3 – Format Rebels –Natalie Allen, Brands at Work
A quick dive into the art of breaking the “same old” format. Small rebellions, smarter structures and human moments that make content land, spark energy and actually stick. No beige allowed.
Campfire 4 – Can You Prove It? Measuring ROI in Marketing – Hayley Good, Accenture
In this session, Hayley Good from Accenture explores the ongoing challenge of demonstrating measurable return on investment in marketing. Through practical insights and real-world examples, the discussion will examine how organisations can move beyond vanity metrics, align marketing activity with business outcomes, and build more credible, data-driven measurement frameworks.
Campfire 5 – The Honest Plate: A Fireside Exploration – Lenny Fearon, LEVY
Lenny Fearon leads a fireside exploration of Levy’s plant‑forward, locally sourced food philosophy- celebrating Ireland’s natural abundance and championing root‑to‑tip and nose‑to‑tail creativity. The session uncovers how Levy transforms sustainable principles into vibrant menus that honour the land, reduce waste, and shape a greener future for event dining.
12.35 – 13.00 – The Things I Wish I Knew Then A fast, honest and often funny conversation about the realities of building a career in events — the lessons no one tells you early enough.
Chair:
Zoe Freyne, Sponsorship and Events Manager, Grant Thornton Ireland
Speakers:
Pamela Barry, Marketing and Communications Lead, Accenture
Rob Kinsella, Head of Client Solutions, Irish Times
Catherine Southall, Head of M&E Business Development UK & I, AMEX GBT
Sarah O’Neill, Ex-Google
13.00 – 14.00 – Networking Lunch Stay, connect and continue the conversations with peers.
Event Details
– Date: 29th January 2026
– Time: 10:30 AM – 2:00 PM
– Venue: Aviva Stadium, Dublin
Event Partners
