Q&A
The power of story
Aaron Langer, cievents head of creative services, began his career in Los Angeles where he sharpened his
creative talents in television before heading to the events sector. CIM spoke to him about his new role and
how story telling is pivotal to a successful event.
Q: What’s your definition
of creativity?
A: I believe that we are all
creative. It’s in our nature to
be in-tune with our senses and
creativity is tapping into those
senses and questioning our
feelings towards them.
child, progressing into studying
the visual arts such as drawing,
sculpture, painting and
photography. After graduating
with a bachelor of fine arts, I
headed to Hollywood to tell
stories and officially started
my career working in the
television industry.
Q: How did you begin your
career?
Q: Did you imagine it would
be so varied?
A: I guess you can say I began
my career developing those
creative sensitivities as a young
A: I had no idea it would lead
me into so many various
fields. My career has spanned
the television, music,
advertising, marketing and
events industries across the
United States and Australia
but essentially using different
mediums to tell stories.
Q: What do you understand
about the power of narrative
and how do you apply it to
events?
A: The power of stories is still
the ultimate weapon. How
well we translate ideas and
communicate messages is
30 Convention & Incentive Marketing, Issue 7, 2016 www.cimmagazine.com
one of the critical keys to an
event’s success.
Q: What are the ways story
can be told in events?
A: People experience events
from the invitation to the last
drink. Stories should be told at
every touch-point.
Q: Can you give an example
of how you apply your creative
touch to an event?
A: Again, this comes down to
telling stories effectively. And