Melissa Campbell Returns to the Eventex Awards Jury for 2027
We’re pleased to share that our Just Honest Co-Founder Melissa Campbell has been invited to return to the Eventex Awards jury for 2027, marking her second consecutive year judging some of the best events and brand experiences from around the world.
Eventex Awards is one of the leading global awards programmes for events and experience marketing, bringing together work from agencies, brands, creative teams and experience-makers across more than 60 countries each year.
For Melissa, returning to the jury is both an honour and an opportunity to see how the industry is evolving beyond our own market.
Looking beyond the finished experience at Eventex Awards
Judging experiential work is interesting because the final execution only tells part of the story. A beautiful space, ambitious production or clever creative idea can capture attention. But the questions Melissa is most interested in sit beneath the surface.
What was the experience designed to achieve?
Who was it designed for?
What did people actually do?
How did the creative idea connect back to the brand?
And, crucially, what changed as a result?
These are questions we ask constantly at Just Honest.
Our approach to Experience Architecture™ looks at experiences as connected systems, considering the strategy, audience, environment, behaviour, emotion and outcomes together rather than treating an event or activation as a standalone moment. That same perspective shapes how Melissa approaches judging.
“What I enjoyed most about judging Eventex last year was seeing the sheer breadth of thinking happening across the industry globally. You see very different interpretations of experience, creativity and participation, but the work that stays with you tends to have a clear reason for existing. There’s an idea, an understanding of the audience and evidence that the experience delivered something meaningful.”
A global view of experiential marketing
The Eventex jury brings together industry professionals from across agencies, brands, associations and the wider events and experience sector. That international perspective matters.
Experiential marketing is influenced by culture, audience expectations, technology, changing behaviours and the markets in which experiences take place. There is no single formula for creating a successful brand experience.
Judging work from around the world offers a valuable opportunity to see how different teams are responding to those shifts and where the strongest ideas are emerging.
It also reinforces something we believe strongly at Just Honest: the industry needs to keep pushing the conversation beyond execution.
Great delivery matters. So do beautiful environments, memorable creative ideas and moments people want to share. But experiential has a much bigger role to play.
At its best, it can change perceptions, influence behaviour, build communities, create advocacy and contribute directly to wider brand and business objectives.
The more effectively our industry can demonstrate those outcomes, the stronger the case for experiential becomes.
Back for year two at Eventex
Melissa joins the Eventex Awards jury alongside senior leaders and specialists from across the global events and experience marketing industry. And after judging her first Eventex Awards in 2026, she knows one thing already. The standard will be high.
We’re looking forward to seeing the ideas, experiences and creative thinking that emerge from the 2027 awards.
Melissa Campbell is Co-Founder of Just Honest, a Dubai-based creative experiential agency specialising in brand experience, experiential marketing and Experience Architecture™.
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Disclaimer
The content published on this blog is for informational and inspirational purposes only. While we strive to provide up-to-date insights, expert opinions, and industry trends, the information shared should not be considered as professional advice tailored to any specific event or business need. All views expressed in our blog posts are our own and are intended to inspire creativity, spark innovation, and provide valuable insights into the world of brand experience, event marketing, experience design, event design and event management. However, event strategies, technologies, and trends evolve rapidly, and we recommend consulting with a professional before making any major event or experience-related decisions. Additionally, any third-party tools, platforms, or services mentioned in our blog posts are referenced purely for educational purposes. We do not endorse or receive compensation for mentioning them unless explicitly stated.
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