When establishing the meeting agenda for a congress or conference, event and meeting planners need to use the opening general session to have leaders reinforce the objective and key messages of the program.
For MPI WEC 2008 held at Mandalay Bay, Las Vegas, in August 2008, MacMillan highlighted the congress's emphasis on professional knowledge, the use of technology to enrich meetings (not replace it), and his view that the industry's future will continue to grow.
It's important to make sure that the message is appropriate for those who attend the event, and that it is targeted to the interests of those who attend -- including where they live. More than 4,500 attended MPI WEC, the largest attendance in MPI's history. MacMillan referenced MPI's global initiatives and provided examples of global trends.