EGC Web Series: The Comeback – New Age Storytelling

Learn how brands can reconnect to survive and thrive while helping customers navigate the new normal through this new era of storytelling.


Date: Thursday, June 25 at 11:00 a.m. EST – PAST EVENT

If you missed it, or would like to watch more videos from this series, click below.


Join Nicole Penn, EGC President, as she welcomes back Rich DeSimone, EGC VP of Creative, and introduces guest speaker, David Balfour, Co-founder of LIGHTBLUE, to discuss the impact of COVID-19 on the consumer landscape. Learn how brands can help customers navigate the new normal through this new era of storytelling.
With advanced communication and technology, content is instantly consumed and evolves rapidly – which can make meaningful connections challenging. This session will explore how brands can reconnect to survive and thrive. We will cover: 
  • The role a brand plays at a time of rapid change
  • Fundamental shift in landscape
  • State of play
  • Evolution of needs and mindsets
  • Approaches to engagement
  • Relevant examples of best practices
David Balfour
Co-founder, LIGHTBLUE

David Balfour is the Co-founder of LIGHTBLUE and has been working in the events, sponsorship and activations arena since 1999. He was recently appointed Vice Chairman of Tribe Global – a growing independent network with 41 agencies in 54 cities around the world.

Founded in 2007, LIGHTBLUE is a creative experience agency built for the now. A pioneer in the experiential field, the agency believes in human intelligence and embraces creative courage. LIGHTBLUE’s talent is to connect brands with existing or emerging audiences and accelerate growth.

Headquartered out of Dubai, and having recently opened in Los Angeles, the agency delivers across best-in-class brand strategy, creative, live brand experience, film & Smart-Tech. LIGHTBLUE is a place where creative minds thrive, operating at scale at the intersection of arts, entertainment & technology.

Current agency clients include PlayStation, MasterCard, Breitling, Puma, Bacardi, and Burberry to name a few. Regarded as a thought leader in experiential marketing, David has been featured multiple times in UK Event Magazine’s ‘Top 100 Most Influential People in the Industry and as a speaker at Event360’s brand talks in the UK as well as Middle East Event Awards and Arab Luxury World in Dubai and keynote talks in Lisbon and Sarajevo with Branding Conference and Gamify Europe.