In this series, Agency Correspondent Heather Nicholls takes you behind the scenes of some of the most compelling brand activations and events.
In the twelfth edition we meet Bray Leino Events, the agency behind Worldpay‘s international event series, Rethink.
The Brief:
Rethink is an international event series that helps Worldpay (global financial technology company) build stronger connections with clients and partners. It provides them a forum for learning and networking, and helps to reinforce Worldpay as a trusted advisor.
The Bray Leino Events team has been running the series since 2023 – when Worldpay brought it back after a pandemic-induced hiatus. Thought leadership and relationship-building are crucial, but to make the event authentic to Worldpay, the agency has focused on experience and memory-making.
A major supplier of financial technology, Worldpay serve over a million businesses worldwide. They help clients to take, make and manage payments seamlessly, using over 300 different payment methods across mobile, online and instore. The vision for the event was intended to be bright and confident – depicting a financial services brand that does things differently. Bray Leino Events used destination, experience and connection to evoke something they could take away and remember.
The execution:
“Destination plays a central role in the effectiveness of Rethink,” said Jemma Martin, senior event director at Bray Leino Events. “Creative development is dependent on in-depth site visits for our experience specialists to create the right ambience and flow.”
Venues included: Avani Riverside in Bangkok, Thailand, Hyatt Zilara in the Dominican Republic, Tivoli Marina in Vilamoura, Portugal and The Renaissance Worthington in Fort Worth, Texas.
“Venue branding emphasised Worldpay’s curved lines and diagonal iconography“
“Each location evokes subtly different cultural and emotional connotations, which can be leveraged, but must also be underpinned by recognisable and reassuring elements of the Worldpay brand,” Martin explained. “High-impact venue branding and material choices emphasised Worldpay’s curved lines and diagonal iconography, and even details like wayfinding to emphasise the brand personality, using quirky animation in place of the usual static signage.”
The audience comprised senior decision-makers from multiple sectors, including travel, retail, financial services, digital and gaming. Bray Leino Events used main plenary, vertical breakouts and deep dive insight sessions to cover the multiple topics, also incorporating space for one-to-one sessions with Worldpay’s partners and consultants.
Agendas were designed to give space for conversation, with the experience element aiming to create conditions where connections could be made. Some consultant meetings were even held in a pool!
What about the challenges of hosting the event? Martin said: “This was a mammoth series that presented all the challenges of a major international conference, a premium networking experience, and an international brand roadshow. We worked closely with Worldpay to manage requirements for hundreds of delegates and multiple events. Honestly, with the 2026 series planning well underway, the biggest challenge is finding ways to constantly surprise and delight the audience.”
The result:
The series delivered strong commercial results, driving closed deals and new cross-sell opportunities among a handpicked audience of senior clients.
Martin said: “For centuries, people have gathered in and around town squares around the world to meet and do business. Traffic flows around the central square, where traders exhibit their wares and merchants are never far from shady spot where they can sit and talk.”
This inspired Bray Leino Events ‘Piazza’ approach, which they applied to help create an environment where spontaneous interaction could easily blossom.
“Instead of the traditional plenary, showcase, breakout and catering setup, where each area is clearly demarcated, we intermixed these elements to allow for a frictionless delegate flow in and around the event spaces,” Martin said.
This ensured the exhibition-style product showcase was an integral part of the experience instead of a self-contained area. It was only ever a short step to the rest of the Piazza – always close to a quiet area where guests could sit and talk.
Martin added: “Every element of the experience was designed to create memories, connections, and a sense of fun. The delegate journey immersed them in the brand.”
Sessions were delivered in multiple languages, supported by Wordly, an AI app providing real-time translation in audio and subtitles. Swapcard managed delegate communication, content and one-to-one meeting bookings through a single platform.
Martin said: “The connections, insights and and associations developed through Rethink – are what strategic brand experience is all about.”
She concluded by telling me, “100% say they’ll look forward to attending the next Rethink.”