Conferences in Transition – Digital, Global, Integrated
Interview with Julia Pas, Managing Director of M Events Cross Media GmbH
Whether it's a medical conference, scientific meeting, or hybrid event – M Events Cross Media GmbH from Berlin ensures smooth processes worldwide. As a technological pioneer, the company combines IT expertise with event logic. Managing Director Julia Pas demonstrates how digitalization, sustainability, and AI are transforming event management – and heralding the next evolutionary stage of the industry.
Since its foundation in 2001, M Events Cross Media GmbH has developed into one of the most technologically advanced providers in the field of digital event management. With approximately 250 employees, an annual turnover of 35 million EUR, and five locations - in Berlin and Munich, Vienna, as well as Tysons and Providence in the USA - the company annually manages numerous professional conferences and trade fairs worldwide. The origin lies in the ICM - International Congress Center Munich: Company founder Jacob Marquardt brought his experience as an event technician at Messe München into the company, and, out of practical necessity, developed a digital presentation management system - at a time when PowerPoint was replacing slides and conferences were growing and using more and more lecture halls simultaneously. This early focus on digital solutions continues to shape the company to this day. In 2020, M Events completely virtualized over 50 medical professional conferences - including the European Congress of Neurology (EAN) with 40,000 online participants.
Julia Pas, who has been with the company since 2007 and has been managing director for many years, combines technical know-how with event experience: "I originally come from event organization and studied computer science – that's the perfect combination at M Events." The Berlin corporate headquarters today serves not only as a control center but also as a showroom, storage location, and the base for a well-coordinated core team that has been working together for years.
Comprehensive IT solutions for a connected event world
M Events Cross Media GmbH sees itself as an IT service provider for the event industry. The focus is on scientific and medical societies, professional associations, and professional congress organizers.
The portfolio includes complete digital solutions: from abstract management, program planning, and registration to functional event websites and apps, all the way to complete hybrid production on-site with digital presentation management, interactive Smart Stage, eSignage, audiovisual technology, and temporary room constructions. What particularly distinguishes the company is the full integration of all modules: changes to the program are centrally entered and update all connected systems in real-time – website, app, signage, and AV technology. A specific module also allows for the automated management of conflicts of interest, as prescribed for medical conferences – an example of the depth and expertise of the solutions offered. The technical infrastructure extends to a centrally controllable audio infrastructure. This makes events predictable, scalable, and significantly more resource-efficient.
A special role is played by the proprietary congress app: Originally developed as a digital program booklet, it has long since evolved into the central hub – from check-in through interactive tools to CME certification. Hybrid formats are now seamlessly realized as well: With the 'Smart Stage,' a modular stage solution, onsite and online components are seamlessly linked.
For international congresses, M Events Cross Media GmbH is currently working on AI-supported translation functions, among other things, to make content more linguistically accessible. The customer is the focus here: desires and ideas are continuously integrated into the further development of the systems. An annual user conference creates space for feedback and innovation.
"We continue to develop our software together with our customers - that is one of our biggest advantages," says Julia Pas. With the acquisition of two US companies, M Events Cross Media GmbH strengthens its international orientation. The focus remains on Europe, but customers in China, Singapore, South America, and the Middle East are also becoming more important. Julia Pas finds the appeal of her task in the dynamism: "Every year brings new challenges - in terms of content, technology, and organization. And that is exactly what makes our work so exciting."
The company thinks long-term. Artificial intelligence is not a promise for the future, but already a part of strategic further development: From automated program suggestions to intelligent participant navigation to reducing support efforts through smart assistance systems - many processes can be made more efficient and user-friendly. The topic of sustainability is also deeply embedded in the DNA of the company. Through digital processes, smart logistics solutions, and standardized AV technology, the company noticeably reduces material and personnel expenditure. The specially developed spatial construction system allows traveling with minimal packing volume and implementing events efficiently together with local staff.
The goal is to make the system continuously smarter and more adaptable. The close connection of IT competence, partnership thinking, and global presence is the foundation of success. Many employees have been in the company for over ten years, and numerous customer relationships have lasted just as long. "Our customers have trusted us for over twenty years - this is not something to be taken for granted, but a result of consistent quality," says Julia Pas. A trust that has grown from consistency and competence.